Archive for May, 2010

Business jargon: alive and well (unfortunately)

Thursday, May 27th, 2010

You’d have thought everyone understands the benefits of clear English. But many business people, it seems, don’t. Those characters are still around who believe that the bigger the words you use, the cleverer you sound.

Don’t they realise that the really impressive experts are the ones who use perfectly ordinary language, who make the profound and the complex simple and understandable? Think Warren Buffet or Malcolm Gladwell.

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The danger of too much ‘we’ and not enough ‘you’

Tuesday, May 18th, 2010

Here’s a thought. In the race to build relationships with customers and be ‘warm’, ‘personal’, ‘approachable’ (and other similar brand ‘values’), have businesses overdone the ‘we’ talk?

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Style vs substance (or the problem of empty language)

Wednesday, May 12th, 2010

We hear a lot about tone of voice when it comes to marketing businesses. But what happens if you speak in just the right tone but you say the wrong things? When it’s all style and no substance, or the wrong substance?

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The details really do count

Wednesday, May 5th, 2010

My cousin received a genuine email from a major UK utility provider and assumed it was spam. Why? Just because of how it was written.

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