The secrets of writing for business

For some unknown reason the best verbal communicators often go into "corporate speak" when writing their business materials.  By this I mean they resort to language that is professional and uptight.  And last time I looked that kind of language:

• Fails to resonate with potential customers and client
• Makes you sound unfriendly and unemotional
• And more importantly does not want to make me read more or buy any!

 I came across a marvellous example of this via Twitter where someone I follow had - for some unknown reason - tweeted about the following US post which began

“The gravitation of business endeavors online towards the implementation of social networking as a major marketing tool is plainly owing to its proven effectiveness. It has revolutionized the existent marketing practices and even enhanced them to achieve the desired ROI. What has social networking changed?” 

WOT?!!!

Needless to say, not only did I NOT read more of that post, I didn't sign up as a follower and I certain didn't tweet the link so that's a whole heap of marketing that did not happen because they failed to engage. 

So the secrets of writing for business are to

• think who you are writing for
• use short snappy sentences and a chatty style and
• read your words aloud as a quick check to see if you would ever ever say that in conversation!

 I recently went to Blenheim Palace and came back with a super little book called "The Wicked Wit of Winston Churchill".  One of the things he said was "What if I had said, instead of "We shall fight on the beaches", "Hostilities will be engaged with our adversary on the coastal perimeter" 

70 years on it seems some businesses still need some help in this area.  Perhaps you could send this post to the worst offenders by way of a little hint!

Would you like to share any other anonymous examples with me?

Thank you to M Feuillu for the Flickr image