No-frills feedback for business content
Replace jargon, overused phrases, wild overstatements, and AI-slop with thoughtful and unique feedback. ick by Chief Studio is an editing app for business content that helps you to say what you really mean.
How it works
Add your content AS GOOD Ol’ PLAIN TEXT
Paste or type your content into ick's plain text editor, and watch as flagged words and phrases are highlighted. When you’re done, copy your work and paste it into a formatter or download it as a .txt file
Get thoughtful feedback ON THE WORDS YOU CHOOSE
Flagged content is highlighted by three distinct categories (Jargon, Unoriginal, and Overstated), with unique feedback, suggested alternatives, and next-steps for editing.
Enjoy writing and editing
Create and edit with Dyslexia Friendly, Night Owl, Serif Switch, and Lightbox modes — designed to make writing, reading, and editing easier for everyone. Use any mode alone or in combination.
The three TYPES of ick
Unoriginal
Words and phrases come in and out of fashion. But using trendy terms in your copy can dilute the impact of what you’re saying. ick helps you catch buzzwords in the act, so you don’t sound like just another brand ‘disrupting’ or ‘future-proofing’.
JARGON
What qualifies as jargon depends on where you work, but the worst offenders are usually technical or corporate speak. Jargon often gets lost in translation, alienating your audience or making your message harder to understand. There’s almost always a simpler, more direct way to say what you mean.
OVERSTATED
These are your hype words, meant to grab attention and spark excitement – but they rarely add value unless clearly defined or backed up with evidence. This category helps you spot exaggerated claims that might need a reality check.
Feedback features
FEEDBACK TO Help you choose your words wisely
Get feedback on each highlighted word and learn more about the context of why it’s been flagged for review. Each piece of feedback has been curated and written by us humans.
Fair use for when foul is fair
Most words and phrases highlighted by ick are accompanied by a fair use policy. This is to provide further context on how to use a word effectively or correctly. We’re not here to ban words. We just want them to be used in the best context.
SUGGESTIONS BUT NOT SWAPS
For most flagged words and phrases, you’ll find clearer alternatives and next steps for editing. The alternatives aren’t always one-to-one swaps but suggestions. Ultimately, deciding what fits your message best is up to you.
Editing modes
ick makes the process of writing genuinely enjoyable. Our 'modes' are a big part of that. Co-designed with copywriters, each one comes with niche tricks to help you edit and write with joy.
Dyslexia Friendly
Created in line with the British Dyslexia Foundation’s style guide, Dyslexia Friendly mode increases letter spacing, removes the white background from the editor, and increases line-height to improve readability.
Lightbox
Created by special request of an ick tester with ADHD, Lightbox mode creates a quieter environment for editing by reducing the noise around the editor and focusing your attention on the words in front of you.
Night Owl
A creative take on dark mode, Night Owl inverts the colors of the ick editor to reduce blue light. Perfect for late-night editing, but just as useful during the day. Use it whenever it works for you.
Serif Switch
A special request from Co-founder Sophie, Serif Switch toggles the font between serif and sans serif so you can read your copy with fresh eyes. It’s a niche trick, but it can help you catch mistakes.
“If you're tired of fighting against the ‘buzzword avalanche’ that often plagues business and creative writing, the ick app might be the tool you didn't know you needed.”
