I've been a business writer for a long time; long enough to admit that it kept me (thankfully) on the safe side of a penny. Long enough also to realize (less fortunately) that I have become lazy. It didn't happen all at once. At least I hope not. I suspect it has been a slow, insidious slide, unnoticed until recently. When it hit me in the head. I'll cut to Latest Mailing Database the chase: a lot of business writing – the majority written with the best of intentions – sucks. Worse, I've written my fair share. Allow me to qualify my judgment. By "suckle" I don't mean that the writing is necessarily bad. Sure, there's a ton of it, but a lot of it is good (even really, really good): it serves the customer, the reader, the potential buyer; it's informative, entertaining, well thought out and well designed.
But as readers, you don't have to worry about that. The information is plentiful and accessible, and each element continually strives to find the best position. If you don't like what you're reading because it's a little 'so' or hackneyed or useless, your trusty search engine will offer you millions more options in milliseconds. No company – or business writer – wants their business to Latest Mailing Database fall victim to this scenario. Which brings me to the aforementioned epiphany. Recently, my colleagues and I embarked on a whirlwind tour of business writing, ours and others.
Web pages, white papers, e-books, blog posts, press releases, case studies, presentations. You name it, we sure have been watching a Latour conclusion: It's time to Latest Mailing Database impose an embargo on trade language. Embargo. Seal and print full press is needed to undo the words and phrases that permeate all types of commercial content and are so stale they make my 50-year-old grandmother's slice of frozen wedding cake look moist and delicious. Too hyperbolic? Perhaps, but no less absolute: it's time to rest a few words and word associations; a downgrading – even if only temporarily – of our everyday language of business.