Author: Michelle Troutman

Michelle Troutman has spent more than a decade crafting attention-getting newsletters and other content for service providers. She specializes in creating standout e-newsletters for law firms and economic development organizations. Her marketing and business administration background and education enhance clear and persuasive copy that speaks to the right clients. Through features in publications like "Attorney at Work" and "Law Fuel," and her e-newsletter and YouTube channel, she inspires service professionals to create engaging content. She enjoys helping businesses that sell their expertise reach their ideal customers.
business writing, business writing principles

5 Business Writing Principles AI Can’t Fully Resolve

Before I hit “enter,” I intended to ask Perplexity if business writing principles in the AI age would fit with my existing content. “Yes,” it replied, then advised me on how to judge that — without asking which topic.

Generative AI is often better at following, not leading, sometimes because it’s programmed to serve. It’s still developing.

I’m making the case for following professional business writing grammar rules despite its widerspread use. So, this isn’t about trimming em dashes or other alleged “tells” to avoid being accused of having a robotic touch.

I maintain it’s better to strive for accuracy (like I was taught in school) and will keep aiming for that sheen, with and without AI.

Does being concerned about whether copy was machine-generated make sense?

Large language models behind ChatGPT, Claude, and their cousins learned English from us. Like humans, especially without clear directions and despite access to libraries of knowledge, it can still craft grammatically incorrect rough drafts.

Whoever does it, bad writing can tarnish your image. If you know good grammar and tools, though, AI can be an effective editor. I’ve used it for years, starting with spelling and grammar checks in software like Microsoft Word and Grammarly.

A clean linear flowchart with five stages: Draft, AI Assist, Human Edit, Compliance Check, Publish.

5 Business Writing Principles That Still Matter (Despite AI)

Some businesspeople are “all in” on AI. Others aren’t. In some professional services fields that require accuracy (like law), the use of AI can violate rules of conduct.

Here’s what many business professionals (including me) still struggle with — and AI does and doesn’t resolve effectively.

1. Readability – Unless you’ve given AI tools precise instructions, their output can be wordy and veer into complex terms, padding your editing time. It depends on the topic, the prompt, and the tool, though.

In a 2023 study of patient information materials, ChatGPT improved readability but couldn’t always reach recommended low-grade levels; Google Bard (now Gemini) reached a sixth-grade reading level but sometimes omitted up to 83 percent of the original content.

Even when we use our brains, some of us sound stuffy, writing more for college professors than everyday people. I’ve done it. The occasional long sentence, big word, or chunky paragraph is fine. No harm done. Just remember who you’re writing for and consider if your text reads like mumbo-jumbo.

Five business writing principles that still matter: readability, tone, client views, facts, and brand voice.

2. Tone – AI can grasp the nuances of emotions based on what has been written. But it can’t see through your eyes. If you’re aiming for a certain tone, it can fail to convey it with the right level of emotional intelligence or “soul.”

Example: If you ask it for advice on respectfully asking a colleague to take out the trash (after the fourth try), AI might suggest:

“Team effort time: Trash is full again — want to grab it, or should I?”

But it might not give you the right wording to discuss the deeper issue: why your colleague keeps forgetting. It can make suggestions, but ultimately, what feels right is your call. And when you need to broach a sensitive topic, wouldn’t it be better to talk than text?

3. Client views – You or AI can dig into data about your clients — your own or by others. That information can help you find problems and predict solutions. You can create avatars that resemble customers and consider what they might say. But you don’t always know what your readers think unless you ask them.

Giving customer data to AI raises ethical and privacy concerns, and for some professional services firms, confidentiality issues with legal consequences. States like California and Utah mandate AI disclosures in consumer interactions and ban unverified use in regulated fields. Ethical violations now include skipping human review in client work.

Unless you prompt it to spot them, AI might also ignore biases in data and rely on stereotypes.

4. Facts – We and AI can fudge details, like miscounting the number of references to “you” in this blog. (Perplexity counted 35, I counted 22.)

How reliable is AI for factual accuracy? Across models like GPT-5.2 and Claude, 2026 benchmarks show hallucination rates of 15 to 52 percent, though techniques like retrieval-augmented generation (RAG) can cut them significantly.

In my experience, for research, among the major AI bots, Perplexity is the most consistently accurate. I appreciate the well-organized links to sources, which, surprisingly, Google’s Gemini doesn’t offer without asking. To an extent, all of the platforms hallucinate — some more than others.

Trust, but verify.

5. Brand voice or writing style – If your content doesn’t sound like you, it lacks authenticity and can fail to reach clients. They’ll see through the false front or ignore copy that looks the same. Generative AI can worsen that by putting words in your mouth, creating more work.

Arguably, only you can add your personality to your writing, because your brand voice reflects how you speak to your customers.

Having a company style guide (or following an existing one like The Chicago Manual of Style) helps you make your copy look and sound more consistent. It can include words to use and avoid, or advice on formatting documents like press releases. The sky’s the limit.

Whether or not you use AI or it continues to improve, we’ll likely keep wrestling with these business writing principles. If you use AI for content creation, consider an “AI-U” process — have a human review the final draft.

Either way, when we strive to create solid business writing, we must take responsibility for our successes or failures — because our writing projects who we are.

Does your content sound like you — or everyone else? A copy audit shows what’s working, what’s not, and how to strengthen your brand voice to connect with clients.

get a free content audit

What do you think of AI? Are you checking whose writing has the robotic touch? Leave a comment below.

Business Writing Principles FAQ

1. What are the five stages of business writing?

According to Scribbr:

Step 1: Prewriting.
Step 2: Planning and outlining.
Step 3: Writing a first draft.
Step 4: Redrafting and revising.
Step 5: Editing and proofreading.

3. How should I evaluate whether AI-written copy performs?

▪️ Run small A/B tests with clear metrics (open rate, clickthrough rate, conversion, time on page) and a defined sample size or time window
▪️ Supplement with qualitative feedback (surveys, user interviews)
▪️ Refine the lower-performing version based on data and brand fit

4. Will AI-generated copy affect my SEO or search rankings?

AI-generated content might not affect search rankings much. But AI can fumble aspects of accessibility like alt-text for images and clear headings by being too generic.

Google’s “people first” content approach remains important. It’s more about your authority and reputation than keywords now (and the rules keep changing!)

Gemini emphasizes that accessibility has become a foundational technical requirement for SEO and AEO (Answer Engine Optimization). Studies show WCAG-compliant sites often see 12 to 23 percent more organic traffic, and guidelines like WCAG 2.1 AA are increasingly standard via the Americans with Disabilities Act and the EU’s Accessibility Act.

SEO (traditional search):

Accessibility can be an indirect factor through core web vitals and UX signals:

▪️ User Experience (UX): Search engines like Google favor sites with high engagement and low bounce rates. Sites with clear contrast, readable fonts, and logical navigation keep users on the page longer.
▪️ Semantic Structure: Using proper through tags is an accessibility requirement for screen readers, but it’s also how Google’s “crawlers” understand the hierarchy behind your text.

AEO (“AI answer” search)

Answer engines (Perplexity, ChatGPT Search, Gemini) don’t just look for keywords, but for LLM-readability.

▪️ Alt Text as “Eyes”: As AI models become multi-modal, they use your image alt text to understand charts and diagrams. If you skip alt text, the AI is “blind” to that data and won’t cite you as a source.
▪️ Parsing the “Answer Block”: AEO favors content that is “liftable.” Clean, accessible formatting (bullet points, numbered lists, short paragraphs) lets an AI “scrape” your answer and credit you with a citation.
▪️ Trust and Authority: Now, AI models favor “clean” code. It sees messy, inaccessible HTML as a sign of lower quality content or “spam.”

QUOTES

“The future of AI isn’t human vs. AI — it’s human with AI.”

~ Kipp Bodnar, CMO HubSpot

“The more reliant marketers become on AI to produce content, the less differentiated that content will feel, which will put a premium on higher quality research and writing.”

~ Brad Wolverton, HubSpot Senior Director of Content

clarity, clear and concise business communication with examples, clear writing, communication

Attract the Right Customers With Clear and Concise Business Communication: Examples

The cross-outs and second-guesses behind clear and concise business communication are often invisible — like with earlier drafts of this blog.

Red thread tangled, then straight, symbolizing clear and concise business communication examples.

It started life as a mish-mash of three smaller blogs. Step 3 about tone came after step 2 about how to plan and draft. One section read like a college lecture, the next like a casual email. It looked like I’d written it in a whisky-induced haze, but I hadn’t touched a drop.

Even professional writers create ugly first drafts. The difference lies in how we mold the mud into text that makes sense.

Beyond easy understanding, the effects of concise writing are concrete.

For instance, Grammarly estimates poor communication costs U.S. businesses $1.2 trillion annually. Conversely, Towers Watson found that companies with effective communication practices deliver 47 percent higher total returns.

To quote William Zinsser, author of “Writing to Learn,” “Clear thinking becomes clear writing: one can’t exist without the other.” The real work often starts before you write: connecting the dots of your thoughts using logic and reasoning. Without that, you end up rambling on the page.

Here’s how to think clearly to write clearly from start to finish.

See the power of clear and concise business communication examples in keeping readers engaged.

5 Clear and Concise Business Communication Steps – With Examples

A bald man, overlay: computer consultant, dog owner, earns $88,000 — clear and concise communication.

1. Know your reader – What do they look like? Where do they live? What do they do? Thinking about them can help you refine your concept, the structure, and the language you’ll use to reach them.

If you write marketing copy like emails or brochures, you might create a sketch or “buyer persona” of your target client. That involves researching problems they need to solve, which helps you learn their lingo, or if they’re “yea,” “nay,” or neutral about your product or service.

Copy that got results before also reveals clues for where to dig deeper. Talking to your audience directly helps you learn how they think and respond.

2. Finetune your tone – Will it be formal, conversational, casual, or a mix? It often depends on your industry, your target market, and your business. For instance, law firms can be more “buttoned up” than plumbers. They often take a more formal tone, especially if their clients are also well-educated.

Appropriateness

The most formal tone often lacks humor or lightheartedness, which can smooth the way to broaching sensitive topics.

Whether humor is acceptable depends on the context and the audience. The American Bar Association cautions lawyers against using dramatic music, outlandish settings, or slapstick routines in advertising, noting these undermine confidence in the legal profession.

A lighthearted legal writing example:

Estate Planning is Like Ice Cream — The Best Plan is the One That Doesn’t Melt (Farr Law Firm)

For a more professional tone, if in doubt, leave it out. Share only what you’d feel comfortable discussing with a grocery clerk. Some people veer into foul language or topics not tied to their work. If it draws your ideal readers, that’s fine. But depending on the context and your market, courting controversy could harm your image.

Personality

Though you might have to follow industry standards, don’t be afraid to add your “soul” to your writing.

Example: If care and compassion are among your core values, weave them into your copy. Show how you treat others. “When you’re feeling down, we’re ready to listen anytime, day or night.”

Appeal to customers through speaking in your brand voice to reflect your unique image. Share your beliefs and your work process — what drives you to serve others? What distinguishes your business? Who do you serve (or not serve)? Use your unique selling proposition (USP) or tagline (often a shorter USP) as a starting point.

Creating or following a company style guide helps the right ones relate to you and keeps your messaging consistent.

Readability and cognitive fluency

Psychology tells us the easier something is to read, the more likely readers are to believe it’s true. Complex sentences force the brain to work harder, which creates a feeling of friction or risk. Clear writing isn’t just kind; it feels safer to buyers.

Some experts suggest the average sentence be only 16 words. The length also depends on the educational level you’re aiming for, which goes by grade level (in the U.S.).

The tone can also affect readability. Too many “big words” might not reach the everyday reader. The National Center for Education Statistics reports that 54 percent of U.S. adults read below the equivalent of a sixth-grade level.

Accessibility — making sure people with visual or cognitive impairments can read and understand your writing — is another crucial part of readability.

Quick tips:

  • Choose smaller words. Some of us like “ten-dollar” terms because they sound more important or intellectual. Too many can sound arrogant. Skip the formality and favor simpler terms. One way to achieve this is to watch your syllables, the parts of words we place stress on when we pronounce them. Words with one or two are obviously shorter than those with three or four.

Examples:

  • utilize vs. use
  • assist vs. help

Simpler wording makes you look more, not less, intelligent. In a study, readers consistently rated authors of text written with simple words as smarter than those who used complex ones.

3. Build your information – After you’ve gotten more familiar with your client, you might wonder, How should I structure this so they can scan it quickly? Plan, draft, and format.

Plan:

  • Decide how much information to cover. About how many words long?
  • State your theme or goal in one sentence to guide you to stay on topic.
  • Determine the format and structure — outline the key points. For short works, a few thoughts are fine. Breaking your idea into numbered steps helps organize your thoughts.
  • Read prose by Ernest Hemingway, E.B. White, William Zinsser, or the greats in your genre as examples of how to get to the point without losing context.

Writing frameworks:

  • AIDA: Attention-Interest-Desire-Action (marketing copy): spark curiosity, encourage action, and let readers know what’s in it for them.
  • The 5Ws and the H: Who? What? When? Where? Why? and How?: As part of critical thinking — based on information you’ve gathered, connect the parts logically, building on each answer. Talking to others about your concept before you begin can help you sharpen your focus.
  • Calls to action: In marketing copy, influence readers to act on an offer or provide valuable takeaways — write one or more simple calls to action (CTAs).

Before: “Contact us today to learn more about estate planning.”
After: “Protect your family’s future – book your free consultation today.”

Format: How to keep fanning their desire to learn more

On the average web page, users read at most 28 percent of the words; 20 percent is more likely (Nielsen Norman Group). Where you place text and how you place it matters.

  • The beginning: Make an interesting statement like a quote, a description, a question. Or start with a story.
  • The ending: Wrap up or offer “next steps.”
  • The less messy middle:
    • Beyond words, add interesting images that don’t look staged or other design elements.
    • Add white space so everything doesn’t look too crowded.
    • Bullet points or numbers: Use them to break up concepts into a series of easy-to-follow steps. They’re also good for shortening longer sentences when you don’t want to rewrite everything.
    • Responsiveness: Remember that a four-line paragraph on your laptop looks like a massive block of text on a smartphone. For mobile users, keep your paragraphs to 1–3 sentences to prevent thumb-scrolling (and eye-rolling) fatigue.

4. Editing – How can I shorten this without losing the meaning?

After you’ve finished a draft and let it rest — if possible, for at least a day or so — you can examine it with fresh eyes.

A screenshot of Hemingway Editor showing text analysis for clear and concise communication skills.
  • Shorten your sentences: Sentences that go on and on tend to cause readers to lose focus. Omit needless words (Strunk and White). If a passage reads well without a word or phrase, cut it. The Hemingway App shows wordy passages and the overall average reading level.
  • A sign that a sentence might be too long: too many commas. To break a sentence into two (or more), replace them with periods. Too many short sentences in a row can become boring and repetitive, so vary the length and rhythm of your passages. To shorten your words, move from the specific (more words) to the general (fewer).

Specific: Wills and trusts
General: Estate plan

Include only enough information to get your points across. If a statement isn’t clear enough, add more details. It’s a crucial part of reading comprehension. What are some concise writing examples?

Before: “In order to provide you with the best possible service, we are reaching out to inform you that we will be making some changes to our scheduling system.” (30 words)
After: “We’re updating our scheduling system to ease bookings.” (9 words)

Hunt for the passive voice

The passive voice creates wordy, weak sentences where the subject receives the action rather than doing it.

  • Passive: The report was reviewed by the manager. (7 words)
  • Active: The manager reviewed the report. (5 words)

Switching to the active voice instantly cuts clutter and adds life to your copy.

Explain unfamiliar words and concepts. Industry jargon, foreign terms, and acronyms are among the unusual references that can block clear writing. It’s best to explain them because not everyone is an expert. Sometimes, they’re not necessary, so it’s better to cut them.

Example: Without an explanation, law Latin like “inter vivos,” which means “while alive” — is foreign language. For audiences unfamiliar with the terms, it’s often better to skip jargon.

Write full descriptions of acronyms.

Example: WWF. It can mean anything from the World Wildlife Fund to the former World Wrestling Federation.

40 percent of workers say poor communication reduces their trust in leadership and their team.

2024 Forbes Advisor survey

5. Staying concise through being precise – A report by Josh Bernoff revealed that 81 percent of people who write for work agree that “Poorly written material wastes my time.”

If your audience isn’t educated or doesn’t care, you might get away with typos or grammar fails. But clients who prize your skills appreciate clear and correct copy. They’re also often willing to pay more for access to your knowledge and experience.

I’ve seen fellow service providers brag about client results in typo-filled LinkedIn posts, convinced it doesn’t matter for “casual” social media. Then someone mentions the errors in the comments.

It happened to me once on X — an acquaintance replied, spotlighting my mistake. I felt that all anyone would remember was the error. Professionalism doesn’t have an off switch. You never know who’s watching – or who’s screenshot-ready.

Professionalism can also involve choosing the right words. For instance, some words sound alike but have different meanings, which can prevent you from achieving clear writing for business. If you don’t know the definition, look it up.

Example: “effect” vs. “affect”:

  • The new pricing strategy will affect our quarterly revenue projections.
  • The new pricing strategy had a positive effect on our quarterly revenue.

A GrammarGirl trick for remembering the difference:

  • The arrows affected the aardvark.
  • The effect was eye-popping.

More precise wording can also help you trim the fat.

Before: “Someone who receives benefits from a trust” (8 words)
After: beneficiary (1 word)

Clear and Concise Business Communication FAQ

1. What are the 5 Cs of Effective Business Writing?


▪️ Clear
▪️ Concise
▪️ Correct
▪️ Courteous
▪️ Complete

They can make the difference between writing that stands out or fades into the background. Carefully considering each element can enliven your writing.




2. How do I revise my own writing when I’m too close to it?


▪️ Have another set of eyes see it — preferably a friend or colleague with grammar skills you trust who will give constructive criticism. If no one else is available or you need more feedback, a professional like me can help.
▪️ Use AI, which can range from a simple grammar or spell-check in Microsoft Word or Grammarly to asking apps like Claude how to improve it. But remember: it’s called artificial intelligence for a reason. AI can spot a misplaced comma. But it won’t tell you your opening paragraph sounds like every other estate planning firm’s. A human can spot what makes YOU different and worth hiring. Always have a human comb through your copy.

3. Which words or phrases make writing sound vague, pompous, or unclear?

Some common words and phrases:

▪️ Pompous (overly important sounding): Utilize, leverage, prioritize
▪️ Vague or unclear: maybe, I guess, perhaps, might

4. How should I handle disclaimers or necessary fine print without cluttering the message?

▪️ Create a separate web page for disclaimers to link back to from an e-newsletter or other marketing materials. On social media profiles or in e-newsletters, add a one or two-sentence disclaimer at the end.
▪️ Ensure your fine print isn’t too fine. For example, light gray text on a white background (low contrast) is unreadable for many. Check that it meets ADA (Americans with Disabilities Act) standards for contrast so you don’t ignore visually impaired readers.

5. How do I keep my tone consistent across emails, reports, and presentations?


▪️ Create a company style guide – It can help you or your employees clarify your wording, punctuation, and formatting. It may also set your design standards, from the logos and fonts to the colors you use. Update it regularly.
▪️ Enforce company communication policies – Use your guide to ensure all your messaging stays on brand. Stick to your talking points to maintain consistency.

Do regular content or messaging audits. Your communications policy may also outline crisis communication strategies for clear and concise business communication.

Clear copy draws leads who “get” you and weeds out those who don’t. Working with clients who value you and your work makes it more rewarding and meaningful.

Sharpen your image with quality custom content

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How do you think clearly to write clearly? Feel free to comment below.

QUOTES

“Clarity is the most important characteristic of good business writing.”

Mignon Fogarty, Grammar Girl Quick and Dirty Tips for Better Writing

“Anyone who can think clearly can write clearly. But neither is easy.”

William Feather
brand voice, branding, writing advice

5 Brand Voice Errors That Cost Customers: A Decision-Maker’s Playbook

If you sing that tagline that looks “pitch perfect” on paper in the wrong key, your brand voice will strike some sour notes.

That happens when:

  • You copy a competitor’s writing style
  • Too many writers spoil the broth
  • You use AI-generated copy “as-is”
  • You write like you think you should sound

Any person or AI can write content that passes spelling and grammar checks. But does it make sense? Are the chords you’re striking resonating with your audience?

If not, your writing voice might be missing a vital ingredient — authenticity — language your readers understand that sounds like you. That humanity — or lack thereof — can decide if your content marketing lives or dies.

Because your brand voice communicates your business’s unique tone and personality — it’s what makes you stand out.

Here’s how to breathe life into dull copy through writing in your own brand voice.

How to Write in Your Brand Voice to Stop Losing Authority to AI Noise

1. Failure: Messaging Derails at Scale

What it looks like: Different teams drafted proposals, web pages, and emails that sound exactly like they were written — by different people.
Why it costs money: Mixed messages erode credibility and can lower sales and response rates.

Before → After:

A butterfly-patterned teacup beside a vintage typewriter on a desk; tools for developing an authentic brand voice.

Before: “We know payroll.”
After: “We cut payroll errors by 80 percent.”

Fix:

  1. Make a one-page brand voice cheatsheet that pinpoints a client outcome you deliver.
  2. Audit your content to spot message drift and fix top offenders.

Stats to track: response rate, conversion rate, sales cycle length.

2. Failure: Tone Mismatch

What it looks like: Copy sounds casual when buyers expect authority — or formal when buyers want warmth.
Why it costs money: A misaligned brand voice increases buyer friction; prospects bail because they don’t trust you.

Before → After:

Before: “We’re here to help and make stuff easy.”
After (for corporate buyers): “We reduce vendor risk with documented processes and a 30-day onboarding plan.”

Fix: Map 1–2 buyer personas → select a primary tone → spot the drift.

Stats to track: bounce rates and time on page by persona landing page.

3. Failure: Flunking the “Trust Test”

What it looks like: Grammatically correct content that lacks depth and details. It reads like it was generated, not genuine.
Why it costs money: Visitors can distrust robotic writing. Even if it ranks in search, it can fail to convert. Prospects bounce or second-guess credibility, especially in trust-based industries like finance, law, and consulting.

Before → After:

Before: “We help businesses achieve growth through innovative, client-focused solutions.”
After: “When your inbox overflows and revenue stalls, we help you spot what’s slowing growth — and fix it fast.”

Fix: Check for humanity — have a real reader mark any line that could have come from anyone.

The three-minute gut check:

  1. Could this sentence appear on a competitor’s site? If yes, make it personal (a client example or a unique process).
  2. Would you ever say it aloud?
  3. Does it reveal anything about your team or clients?

Add specifics: proof points, brand wording, and emotional cues (verbs, metaphors, sensory phrasing).

If it suits your brand voice, show some personality. “Being yourself” makes your writing lively and engaging — that includes aiming for a laugh now and then. Humor is sometimes tricky and subjective, but if you handle it well, it comes across well.

Don’t strain to sound like how you think you should sound. Otherwise, your writing might become stiff and formal, lapsing into the passive voice and businessese. Don’t catch those conditions.

Stats to track: Engagement: dwell time, scroll depth, and CTA clicks.

  • Scroll depth (aim: +20%)
  • Time on page (aim: +15%)
  • Conversion on content downloads or consultations (aim: +10–30%)

Prime Example

To spotlight the issue of homeless dogs and promote more adoptions, a Pedigree ad campaign informed listeners about the loyalty of a shelter pet. Pedigree promoted the bond by offering a welcome home care kit.

The ad ended with a question about whether a music streaming listener wanted to know what was included in the gift set. It encouraged a spoken reply, which could be understood through interactive audio advertising technology.

Those who expressed interest heard detailed information and were redirected to a landing page. For other answers, the ad told listeners how to learn more about supporting shelter pets. The approachable, yet energetic brand voice earned a 35 percent response rate.

AI can mimic form, but authentic explanations and storytelling in a human voice can outperform hype or cookie-cutter copy.

4. Failure: Jargon and Feature-First Content

What it looks like: Long lists of features, certifications, or acronyms — little about outcomes: proclaiming, rather than explaining.
Why it costs money: Buyers can’t see the result or return on investment (ROI), so they shop on price or delay the decision.

Before → After:

  • Before: “Certified X, API-integrated, SOC2 compliant.”
  • After: “Cut invoice processing time in half and free up staffing hours every week.”
A laptop screen with KPI dashboard: CTR, form completion, demo bookings, bounce, and proposals.

Fix: Convert every feature bullet to an outcome sentence using the FAB formula: Features → Advantages → Benefits.

Stats to track: demo requests, time to first meaningful interaction, average deal size.

Example: Clarity and genuine tone outperform inflated marketing claims. MECLABS frames this as a scientific principle: messages that match the way teams naturally explain their value are more credible and convert at higher rates.

5. Failure: Weak or Missing Next Steps

What it looks like: Copy that doesn’t offer benefits or asks only to “Contact us.”
Why it costs money: Prospects who could click stop right there.

Before → After:

Before: “Contact us to learn more.”
After: “Book a free 15-minute voice audit and get one paragraph rewritten with notes for improvement.”

Fix: Add specific, low-risk calls-to-action (audit, sample rewrite, price ranges).

Stats to track: CTA click-through rate and audit-to-project conversion.

Writing in Your Own Brand Voice FAQs

When should I hire a professional writer versus doing it in-house?

If you doubt your abilities, hiring a pro (like me) can relieve the burden.

Hire a pro when:

▪️ You’re losing leads or conversions
▪️ You lack time for testing
▪️ You need a consistent voice across your content

If it’s a one-off page and you can do A/B testing, you can do it yourself. When in doubt, run the three-minute gut check first.

What key performance indicators (KPIs) should I track to know if a voice change improved leads?


Core KPIs:

▪️ CTA click-through rate (headline → contact)
▪️ Contact form completion rate
▪️ Demo/consult booking rate
▪️ Bounce rate on paid landing pages
▪️ Proposal acceptance rate

Which pages should I favor for a voice overhaul to get the biggest ROI?

What to fix first (biggest ROI, in order):

▪️ Homepage/Hero: The first impression; it affects many visitors and paid traffic. Measure: CTA click-through rate; contact form conversions.
▪️ Pricing/Services Page: Clears buyer friction and pre-qualifies leads. Measure: demo requests, time on page, bounce on pricing.
▪️ Primary Landing Pages (from ads or top-performing blogs): high intent; minor changes can multiply paid ROI. Measure: conversion rate, cost per lead.
▪️ Key Service Pages/Case Studies: These show proof and outcomes and help close. Measure: proposal requests and acceptance rates.
▪️ Sales/Proposal Templates & Email Sequences: Converts interested prospects into booked calls. Measure: reply rate, demo show rate.

How to choose between pages: score each page 1–5 on Impact (revenue upside) × Traffic (visitors) × Ease (time to implement); prioritize the highest total score.

How do I know when it’s time to rewrite instead of just edit?

▪️ Your conversions drop
▪️ Your tone or messaging is inconsistent
▪️ Your message no longer fits your brand direction

Get a rewrite-readiness score with a free content audit.

What deliverables and measurable results should a professional rewrite include?

A strong rewrite package ties scope to measurable outcomes.

▪️ Typical deliverables: a short audit of the existing page, 1–2 draft versions of the rewrite, on-request light SEO alignment (headlines, meta), and 1–2 rounds of revisions.
▪️ Process and timing: audit (1–3 days), first draft (3–7 business days), final delivery after revisions (depending on scope).
▪️ Measurable results to expect and test: headline → CTA click-through rate, contact form completion rate, demo/bookings, and bounce on paid landing pages.

When you sound less like AI and more like a person, the results will become clearer in more click-throughs or responses.

If you’re not used to showing up as yourself on the page, your first attempts can be rough. And if you haven’t thought through who your business is (or wants to be), you might not always know what your brand voice is — or how to write in it to get results.

That’s why following a guide or having someone there to show you can help your wording land with the right clients — those who will value you and your work.

Find out where to improve your brand voice.

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What has helped you write in your own voice? Leave a comment.

QUOTES

“If you are not afraid of the voices inside you, you will not fear the critics outside you.” ~ Natalie Goldberg

“When you find your authentic voice, it’s like stepping into a comfortable pair of shoes. The rhythm and pacing of your words feel right, as if they’re meant just for you.” ~ Shirley Kawa-Jump

communication, crisis communications, writing advice

5 Proactive Crisis Communication Strategies

Four colleagues around a desk during a crisis communication strategy moment: a seated person holds a handwritten “HELP.” sign while others stand and gesture at a laptop.

At 7:13 pm, when an alert pops up and your inbox overflows, an effective crisis communication strategy becomes your lifeline. A delayed response doesn’t just look bad — it can tarnish your reputation.

Two-thirds of consumers say they won’t shop with a company that handles a crisis poorly — but nearly nine in ten will stick with a brand that handles it well.

Whether it’s a data breach, a supply chain failure, or even a PR scandal, a solid plan helps you act fast. In those chaotic moments, take the following steps to make smart decisions that protect your reputation and maintain trust.

5 Crisis Communication Strategies

1. Assess the Situation

  • Decide who will speak for the company and approve messages. Make sure they can answer tough questions consistently.
  • Weigh legal risks before you decide how much detail to share.
  • Notify the right people first: Employees, clients, regulators. Missed priorities can escalate the crisis. (Though 59 percent of consumers prefer to hear from a CEO, it isn’t always necessary, especially if leadership caused the issue.)
  • Decide whether to respond immediately or wait for confirmed facts. Keep in mind regulatory deadlines and industry rules, which often shrink your time window.

Ideally, you’ll have already done a risk assessment: research on similar incidents to determine your vulnerabilities, or have brainstormed scenarios that could affect your organization.

Industry Regulatory Deadlines for Breaches of Personally Identifiable Information

▪️ HIPAA (healthcare): More than 500 people: Notify affected patients (and Health and Human Services) about breaches of unsecured protected health information (PHI) “without unreasonable delay and in no case later than 60 calendar days” from discovery.
▪️ SEC (public companies): public companies must file a Form 8-K disclosing any cybersecurity incident “within four business days after a registrant determines the incident is material” (Item 1.05).
▪️ FTC Safeguards Rule (financial institutions): At least 500 customers: financial institutions must notify the FTC “as soon as possible — and no later than 30 days after discovery” of a qualifying notification event.
▪️ State breach-notification laws (consumer data): All U.S. states have breach-notification laws; timing and triggers vary. Many use “as soon as practicable/without unreasonable delay,” while some states now impose concrete time windows like 30 or 45 days. Check your state law and resources like NCSL’s summary. (Example: In 2024/2025 updates, New York added a 30-day deadline.)

These deadlines can overlap. Coordinate with legal/compliance teams and disclose per the shortest applicable deadline while you align public messaging.

2. Keep Your Messaging Clear

When you’re under pressure, avoid overwhelming your readers with too much information.

  • Address what happened, what’s being done, and what stakeholders should do next with warmth and humanity. Use:
    • Images, infographics, or video in place of long text.
    • “I” less and “you” more.
    • Short words, sentences, and paragraphs. Keep the content scannable.
  • Tell what to do — don’t theorize; as appropriate, offer step-by-step strategies, checklists, or frameworks
  • When it’s possible, show how your solution reduces risk, protects reputations, or speeds recovery.
  • Admit mistakes and when you don’t have all the facts, but balance with legal considerations. Be accessible.
  • Show empathy. Concerns about legal liability can keep you tight-lipped about apologies, as they can imply accepting responsibility.

Many templates tell you what to say, but not how. In an emergency, standard rules sometimes fly out the window. Balance authority, empathy, and urgency so people listen and act.

Describe how your business or organization has adapted. Note the trying situation in your emails, social media or blog posts, policy updates, etc., and how you’re responding to it. Not doing so can come across as insensitive or being out of touch.

Example: Healthcare practice (patient notice):

Subject: Patient privacy update — please read

  • What happened: We discovered unauthorized access that affected some patient records.
  • What we’re doing: Investigating, notifying HHS as required, and notifying affected patients within 60 days.
  • What you should do: If you receive a notice, follow the instructions and contact our patient helpline at [number].

3. Choose the Right Channels

  • Match emails, internal memos, press releases, and social media to the audience (executives, PR teams, HR, or customer support)
  • Ensure consistency across communications.
  • Address unique pain points in decision-making
  • Provide custom solutions, not generic guidance

Ask questions. Provide help or information. This is a great time to feature others’ stories about how they’re dealing with the crisis. Reassure readers that though we’re traveling new terrain, we’ll reach the destination together, and you’ll be ready to help them then and now.

For international audiences, consider cultural differences and local contexts. Tailor your messaging to diverse audiences and age groups.

Example: Attorneys:

  1. Internal: Manager or managing partner → all attorneys and staff via secure intranet/email.
  2. Clients: a secure email or encrypted portal message to affected clients; phone calls for major issues.
  3. Public/media: only if the matter is public or likely to be reported: issue a limited press statement. Route media to a designated spokesperson.

4. Act Quickly and Confidently

  • Time matters. Delayed communication can worsen the crisis.
  • Show calm, authority, and transparency in every message.
  • Address the negative outcomes of a poor crisis communication strategy (lost clients, reputation damage, regulatory penalties). Clarify why it’s wise to act now

Track media coverage: Tools like sentiment analysis and real-time monitoring can flag issues before they explode. Automated alerts and faster, data-driven crisis response decisions improve communication speed and accuracy.

Example phrasing: External (public/social):

We’re aware of a security breach that affected a limited number of customers. In response, we’ve activated our incident team, engaged forensics, and will provide an update by [time/date]. For immediate assistance, contact [secure channel].

5. Follow Up and Reinforce Trust

  • Provide updates and share progress and the lessons you’ve learned.
  • Rebuild credibility and reinforce confidence with case studies, examples, or client stories
  • Add industry references or metrics to support your recommendations
  • Triple-check your data to enhance your credibility.

Example phrasing:

Our clients who used this framework avoided costly media backlash and regained trust in 48 hours.

Recommended Crisis Communication Strategy Timeline


▪️ Immediate update: within 24–72 hours: recap + next steps.

▪️ Short term: daily or twice-weekly updates while fixes are underway.

▪️ Medium term: weekly → monthly updates for 30–90 days. Note causes, corrective actions, and metrics.

▪️ Long term: a 90-day and six-month summary with outcomes and fixes. If appropriate, publish “what changed” internally and externally.

IBM research estimates the average global cost of a data breach at roughly $4.4 million USD and that it takes months to identify and contain breaches, which can sink business and reputation.

Leaders who succeed don’t stop at the crisis — they follow up with progress and the lessons learned to enhance trust. Consumers increasingly expect brands to align crisis communication with ethical, environmental, and social responsibility, and communicate regularly even during trying times.

Having a crisis communication strategy in place is one thing; communicating it effectively is another. Showing a unified front ensures you reach the right clients, employees, and vendors.

A writer experienced in handling crisis communications and customer complaints can advise you on what to say and how to say it — with or without a template. Because formulas don’t always apply to every emergency.

Learn how to create content that connects with clients who value and respect you and your business

get my checklist — START creatING content that reaches the right clients

How does your business prepare in a crisis? Leave a comment.

QUOTES

“The most important thing in communication is hearing what isn’t said.” ~ Peter Drucker

“Every great and deep difficulty bears in itself its own solution. It forces us to change our thinking in order to find it.” ~ Niels Bohr

bullet points, writing advice

5 Ways to Write Bullet Points Effectively in Business

A green target with bullet holes in it.

How do you write bullet points to “fire off” each thought precisely? It’s easy to spray too many or leave behind gaps like holes in a target. That’s why certain rules of engagement help you write bullet points that land faster and hit harder.

The modern form of bullet points took shape when the 1950 New York News Type Book described them as typographic devices for use alongside asterisks, checks, and other marks in ads. The term “bullet point” later appeared in a 1983 issue of “Datamation” magazine.

Since then, bullet points and slide decks have gone together like peanut butter and chocolate — getting to the good stuff without the fluff. Here’s how to write bullet points well in business communication.

Every step in this blog explained: Learn how to write bullets that show why your content is worth readers’ attention.

5 Steps to Write Bullet Points Precisely

1. Single Bullet Point Theory

Keep to one idea per bullet. Ideally, every dot connects under a common theme, so you’re not firing thoughts at random.

2. Keep Them Concise

A survey found the most important parts of writing bullet points well are simplicity and organization, which convey information quickly and reinforce crucial concepts.

Like Dirty Harry, did you fire six shots, or only five? In writing, your bullets should add up. And don’t waste them on meaningless words, leaving your readers wondering which points you’re trying to make.

Aim for eight or fewer; more than ten in a row can be harder to read. To improve scanning, consider using a numbered list instead — especially for step-by-step content — or break the bullet points into two columns.

More rules of engagement:

  • The 7×7 rule: use no more than seven words per line and just seven bullet points.
  • Slides: use only three points per slide to convey one concept clearly. They’re ideal for breaking up items in a series.

Example:

Before:

  • Increase sales, reduce costs, and improve customer satisfaction.

After:

  • Increase sales
  • Reduce costs
  • Improve customer satisfaction

3. Align Consistently

Unless each bullet is a full sentence, you don’t have to capitalize the first word or use periods. But a capitalized opening word often looks cleaner. Choose one style — full sentences or short phrases — and stick with it.

4. Get Set

To hold interest and avoid repetition, begin each bullet with an action verb.

Example:

Before:

We do a lot of things for start-ups:

  • We launch new products
  • We handle customer complaints
  • We’re in charge of quarterly reports

After:

How we help start-ups run efficiently:

  • Launch new products
  • Resolve customer complaints
  • Prepare quarterly reports

5. Aim for Precision

Think of each bullet as a short headline. If you’re writing for the web, add SEO keywords to your bullets, which can enhance your search appeal.

Bullet points look like mere dots, but they’re your secret weapon for getting to the point. When they’re clear, concise, and consistent, your message stays on target. Ready? Aim, then fire off each of your thoughts.

Learn how to create content that connects with clients who value and respect you and your business

get my checklist — START creatING content that reaches the right clients

How do you write bullet points effectively? Drop your thoughts in the comments.

QUOTES

“Most speeches are like Texas longhorns — a point here, a point there, and a lot of bull in between.” ~ Anonymous

“Bullet points are not just decorations. They are promises — each one a commitment to say something that matters.” ~ Seth Godin