Israelis offer 'British' pukka-lingo ware to Blighty

'Rarely is thought given to business writing'

They've certainly done an amazing job on the site. Here are a few samples:

"The trick was devising algorithms capable of scanning through the masses of text to analyse syntax and then feed it into our database...

"The improvements to the enrichment database are huge for our customers that use text enrichment to make their writing more professional and compelling...

"Today we implemented a new structure in our forum...

"Rarely is thought given to business writing. At WhiteSmoke, we think that the communication revolution taking place through the widespread use of electronic communication has created a new avenue through which to think about company image – the business email."

"All of the English writing help you need is available effortlessly through WhiteSmoke."

"Q: What are the differences between WhiteSmoke and WORD?

"A: Furthermore, WhiteSmoke suggests many options of adjectives and adverbs that can be inserted before a verb to enhance and upgrade the sentence: e.g. 'I hope you are strong' changes to 'I sincerely hope you are very strong' 'i hope you is strong' the changes are as follows: (capital I, added 'sincerely' before the word hope and changed the 'am' to 'are') The above options, which are void in Word, can be applied to any software."

Just think - buy WhiteSmoke, and your website too could read like this. And in case you aren't won over:

"WhiteSmoke has an 'I'm feeling lucky' button. A click of this button, automatically changes your text according to the brainstorming of the computers and programmers.

"Word does not have this feature."

That's got to be a killer selling point.

WhiteSmoke's special sauce - apart from an ordinary spell checker and thesaurus - is its Web 2.0 online architecture. Central company machinery trawls the web for examples of good writing, and compares what you write - as submitted by the client running on your machine - with the distilled wisdom of the internet.

The "enrichment database" uses only reputable sources for comparison, of course: not just any old mad webpage. Even so, assuming the company used its own kit when setting up its own site, the results could be seen as a trifle erratic.

The other thing to bear in mind is that WhiteSmoke software sends everything you write back to the parent company. That has to be a showstopper for a lot of ordinary consumer and biz users, one would think.

Let alone John Prescott or George Bush.®

*We do know where 'pukka' comes from. Savour the irony.

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