“Why is business writing so awful?” Jason Fried, I ask this same question all the time.
At Scribe, we’re doing all we can to make the business world a better place to read, one document at a time. Jason Fried, founder of 37signals and co-author of Rework, is doing his part with this article at Inc.com:
What’s bad, boring, and barely read all over? Business writing. If you could taste words, most corporate websites, brochures, and sales materials would remind you of stale, soggy rice cakes: nearly calorie free, devoid of nutrition, and completely unsatisfying.
One of my favorite phrases in the business world is full-service solutions provider. A quick search on Google finds at least 47,000 companies using that one. That’s full-service generic. There’s more. Cost effective end-to-end solutions brings you about 95,000 results. Provider of value-added services nets you more than 600,000 matches. Exactly which services are sold as not adding value?
Who writes this stuff? Worse, who reads it and approves it? What does it say when tens of thousands of companies are saying the same things about themselves?
This article gets a loud hallelujah and amen from me. Read the whole thing, folks.
Generic business writing tells people you have generic ideas. Add some flavor and creativity to your writing, and your ideas will be noticed for how creative they really are.
So, check your business writing for any full-service, end-to-end, cost-effective blather. Then think about how to communicate your ideas in a way that taps into the unique attributes that distinguish you from the rest of the crowd. Add some of your personality to your writing and reinforce the message behind your brand.
And drop us a line if you need some of our special Scribe spice.