Forget zombies and ghosts. What’s really scary is how poor business writing – on websites, press releases and brochures – costs companies credibility and profit. Despite the business benefits of clarity, poor copy remains pervasive.
The Business Case for Clear Communication
Since readers are busy, they will tune out vague, verbose or jargon-filled messages, leading to:
- Poor return on investment
- Low response rates
- Misunderstood value propositions or product offerings.
By contrast, clear writing can help organizations:
- Boost sales and ROI
- Attract and engage target markets
- Improve customer loyalty and employee morale
How to Improve Business Writing
To write in a way that achieves business objectives, journalism professor Don Ranly recommends The Wall Street Journal’s writing approach – “interesting, bright, full of anecdotes and examples, paced, varied.”
He also cites the Journal’s simplicity: it is written at an eighth-grade level.
These best practices can eliminate frighteningly wasteful writing that scares your CEO by hurting your bottom line.
What frightful communication habits hold your company back?
Lisa Goller helps businesses tell their story. As a Toronto-based Strategic Freelance Writer & Editor, she helps executives and entrepreneurs stand out, look good and save time. Learn more at lisagoller.com