It’s called a POINT for a reason — it’s not dull.
Most people, probably you in fact, are scared by hard concrete words. We think that we must use safe language. Language with the teeth and claws pulled out. Language that is soft, squishy and fuzzy. We think sounding obtuse makes us sound smarter.
The urge to de-fang strong direct sentences is a powerful one. The fear of offending someone, or excluding something makes us queasy. We are afraid to write with words that poke at, or strike, or (God Forbid) even explode upon the reader’s consciousness.
Listen to what Dan Heath from Fast Company says about this, as applied to the writing of Mission Statements.
This is not just about your mission statement. It’s about your website. It’s about your brochures, tear sheets, email campaigns and print ads. It’s about any message you put out there to promote your business that sucks because you were too scared to say it outright and let it go at that.
Stop trying to sound like a PhD in Blabology (unless of course you actually are a PhD in Blabology). Start writing and talking like a real flesh and blood human being with a beating heart and a brilliantly electric brain. Your readers will respond with cheers and hoots and hollers and probably more than one standing O. Why? Because they like reading things that don’t sound like they were penned by a moron.
Got it? Good. Now go do it. I dare you.
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David is a freelance writer for hire offering article writing, sales letters, training manuals, speech writing, seo content, sales writing, blog articles, copy writing service, sales scripts and business name ideas.
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