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.
Uncategorized

5 Steps to More Engaging Content

1. Edit and proofread — Print it, read it aloud, make your marks. Then revise for more engaging content. Spell-check doesn’t always catch every mistake.

2. Write like you speak — Don’t write like you think you should. Be real.

3. Stay tuned — Read what your target audience writes for their language and perspectives. Check how your competitors market to them and how you can adapt those techniques for your brand.

4. Stay short — Don’t use two words when one will do. Be brisk, be brief, and be gone.

5. Variety = spice — Change the length and rhythm of your sentences. Format your content to enhance its audio/visual appeal.

The Classy Writing Blog

5 Examples of Engaging Content Ideas

“Here’s how to connect better with readers….” Read more.

Quotes

“Engaging content is far more about brains than budget.” ~ Ann Handley, Chief Content Officer, MarketingProfs

“People share, read and generally engage more with any type of content when it’s surfaced through friends and people they know and trust.” ~ Malorie Lucich

Comments? Suggestions? Need help? Feel free to contact me.

Michelle Troutman
classywriting.com

Uncategorized, waffle words, weak words, weak writing

5 Waffle Words That Undermine Your Business Message

A round waffle on a ceramic plate topped with banana slices, chopped pecans, and a drizzle of caramel sauce, with a small jar of caramel and wooden cutting boards softly blurred in the background.

The word “waffle“ can have bad connotations. It brings to mind a breakfast food with toppings rich in flavor and calories — and the inability to decide. I’ve waffled over waffles, but eating these tasty toasties regularly tends to expand the waistline.

You are what you eat, and your word choices reflect who you are. (Just don’t eat your words.) In business, waffle words weaken your message: they’re timid, afraid to commit, and can make you look the same way.

Remove these weasel words to improve your writing and earn trust with clients:

1. Well — As a transitional word, it lacks substance.

Example: I’ve added more info about the new heating system we want to buy to the proposal. Well, let me know your opinion of it.
Revised: I’ve added more info about the new heating system to the proposal. What do you think of it?

2. So — It’s one of “well”‘s cousins. If you can remove a word without affecting the overall meaning of a sentence, it’s not necessary.

Example: So, we should meet again after lunch.
Revised: Let’s meet again after lunch.

3. Sorry — I’ve been guilty of overusing it; I’ve been an apologist. Sometimes we can use it to avoid hard feelings and lean on it like a crutch. Overuse makes you look weak.

Example: Sorry, I just don’t think we should get a new water cooler.
Revised: We can’t afford to buy a new water cooler this quarter. Let’s revisit the decision next spring.

4. Maybe — If you tend to waffle, this would be one of your favorite words.

Example: Maybe we can go to lunch sometime next week.
Revised: How about lunch together next Tuesday?

✅ Turn “maybe” into a firm commitment.

5. I think/I believe/I feel/I guess/I suggest…  — They often don’t add anything to sentences. I’ve used them, usually to soften a statement. Phrases like “I feel” can connect with people emotionally. But, without them, your sentences can pack more punch.

Example: I think we should hire an accountant to prepare our tax return.
Revised: We should hire an accountant to prepare our tax return.

More Common Waffle Words to Watch — And Why

A Cornell University study on deceptive language noted that people who lie online often use vague words like “sort of” or “probably.” Even if you’re not lying, they make you sound unsure or evasive.

Another study of corporate press releases from major U.K. firms found they often use soft messaging or hedges to reduce their liability and protect their reputations. The most commonly used phrases:

  • “Expect to” appeared in 35 percent of all forward‑looking statements
    • “may” and “plan to” = about 20 percent
    • “are likely to” and “are projected to” = 25 percent

Unless you’re truly unsure, these terms turn confident announcements into cautious forecasts, leaving your audience guessing and less likely to act. Your business writing doesn’t always need the same legal cover.

Swap “expect to” for decisive verbs like “will.” Vague next steps then become clear calls to action — speeding decisions and boosting confidence.

Word / PhraseWhy to Cut ItBusiness ImpactExamples With Revisions
expect toSignals caution, not commitmentReduces urgency“We expect to launch in Q3.” → “We will launch in Q3.”
may, plan toHedge forward‑looking statementsSoftens a promise; invites follow‑up questions“Our team may expand next year.” → “Our team will expand next year.”
are likely toConveys a lack of certaintyMuffles decisiveness; readers might delay decisions“We are likely to hit that target.” → “We will hit that target with current staffing — barring delays.”
are projected toFrames as a tentative forecastErodes the perception of control; prompts extra scrutiny“Second quarter earnings are projected to rise by five percent.” → “In the second quarter, we project earnings will rise by five percent.”

Which waffle words do you dislike?

Does your writing need more weight? See how business writing coaching can help you flex your verbal skills to tone up your writing.

BOOK A FREE CONSULTATION

QUOTES

“One of our defects as a nation is a tendency to use what have been called ‘weasel words.’ When a weasel sucks eggs the meat is sucked out of the egg. If you use a ‘weasel word’ after another there is nothing left of the other.” ~ Theodore Roosevelt

“Weasel is language that sounds wishy-washy, even sneaky. It avoids saying anything definitively. Instead, every assertion is qualified to death. Words and phrases are constantly used to hedge the meaning of what’s being said. Weasel is a particular combination of vocabulary choices and sentence structures.” ~ Tom Sant, “Get Rid of Those Pesky Weasel Words“

arrogance in writing, arrogant writing, business communication, business writing, pompous writing, writing advice

5 Ways to Avoid Pompous Business Writing or “Business-ese”

by

Michelle Troutman

Have you ever felt like you were drowning in pompous business writing? You know, the kind that stuffs jargon into every sentence, burying simple ideas under big words?

It might sound impressive, yet it builds walls between you and your audience. Leave the robospeak to AI and learn how to speak with your audience one-on-one.

See every step outlined in this blog in this YouTube video playlist.

1. Watch your wording – Do you use a “five-dollar” word when a “ten-cent” term will do? Unless it’s appropriate for your audience, drop the formality. Speak in plain English.

Example: utilize
Revised: use

A study found that people see writers who use overly complex language as less intelligent. Simpler terms come across as friendly and approachable. They ease understanding, keeping your readers focused.

2. Trim the fat – Sentences without a period in sight can tire readers’ eyes. Keep them to 16 or fewer words or an eighth-grade reading level.

3. Your subjects matter – Are you writing for busy CEOs who value concise information or recent graduates who need more details? To connect with readers and avoid pompous business writing, step into their shoes. Hang out in forums or social media groups they frequent.

Questions to ask:

  • Which questions do they ask?
  • Which language do they use?
  • Which topics are they interested in?
  • How can you explain concepts clearly?

Consider surveying them. Anonymous options can encourage open responses.

4. Get feedback – Show your writing to friends or colleagues you trust who know your audience. They can pinpoint language that might go over readers’ heads to help you pitch pompous business writing and sharpen your image.

5. Lighten up – “Never use a big word when a little filthy one will do.” ~ Johnny Carson. Like writing, humor is subjective. Some could find that quote shocking, while others might laugh.

Like a lecture that drones on, bland text, especially the passive voice, puts readers to sleep. Speak to them directly: stop commanding and start chatting with them. If your writing feels as stiff as concrete, as appropriate, soften it with a lighter touch.

For more creative turns of phrase, read 35 Overused Business Words with Alternatives by Cathy Miller.

Which words do you find pompous or stuffy? Feel free to comment below.

Discover how to reach customers who value and respect you and your business

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Quotes

“Clutter is the disease of American writing. We are a society strangling in unnecessary words, circular constructions, pompous frills, and meaningless jargon.” ~ William Zinsser, On Writing Well

“Boastful or arrogant writing is as repellent as a boastful or arrogant person.” ~Richard Palmer, Write in Style: a Guide to Good English

business newsletters, newsletter writing, writing a newsletter, writing advice

5 Newsletter Best Practices

1. Send regularly — If you have an email newsletter, it’s easy to click “send” whenever you have something to share. Online or not, if you issue your newsletter only a few times a year, subscribers can easily forget about you and your offerings. At best, you should send an online newsletter at least once a week and at minimum — print or digital — quarterly, four times per year. This will help ingrain your business or organization in people’s minds to build trust with them to boost sales and/or memberships.

2. Keep a schedule — I’m for testing newsletter delivery at different times of day, especially for e-news, and certain days, for the best open rates. Some marketing experts suggest mid-week is best, others believe weekends work better. Let the results be your guide. Unless your experience shows otherwise, it’s best to commit to a delivery day, even if you can’t always publish at the same time. It shows follow-through, and people like consistency, which boosts your image, and again, builds trust.

3. Publish “sticky” content — No one wants to stay subscribed to a dull diatribe. You don’t have to stun everyone with every issue, but your content should offer value to readers beyond pitches. People tend to gravitate to content targeted to their interests and demographics. Pay attention to their questions or poll them to find good subjects. Publish readers’ comments or articles, which can increase your bond with them. Listen to their responses; for e-news, watch your unsubscribe rates and your newsletter and link open rates — and tweak headlines to catch readers’ clicks.

4. Make it a marketing tool — A newsletter is also an effective content arsenal. If you archive back issues at your website, optimize them for search engines. Link to them in blog posts, in comments, or in online forums you frequent. Give out copies at events; email helpful articles to your leads when you follow-up with them, and gain more subscribers. Many of these methods have helped me, and they can help you, too. Newsletters, combined with social media, a blog, and a website, form a powerful marketing combo.

5. Recycle — Again, work your existing content into other marketing platforms; you can save time and see returns. Repurpose your articles into blog posts, eBooks, articles for publications, PowerPoint presentations, social media posts, or other means, or do the reverse and reprint content from those sources in your newsletter (with permission, if necessary).

Need help with your newsletter?  Request a free e-news audit.  No strings attached, and nothing required to buy.  Just good, solid advice which can result in more leads and more money in your pocket.

Quotes

66% of Americans made a purchase as a result of an email from a brand — more than three times the number of people who bought in response to a Facebook message — 20%, or a text message — 16%. ~ Exact Target

…Marketers consistently ranked email as the single-most-effective tactic for awareness, acquisition, conversion, and retention…56 percent of respondents identified email as being most effective at retention, several points ahead of the second-most effective tactic (social media marketing). ~ Gigaom Research, Workhorses and Darkhorses: Digital Tactics for Customer Acquisition

Comments? Suggestions? Need help? Feel free to contact me.

Michelle Troutman
classywriting.com

scannable content

5 Ways to Make Your Content Scannable

1. Write less — It’s easy to get so focused that you write more than you should. To make your content scannable, and without sacrificing readers’ understanding, cut as much as possible.

2. Format for your media — Think about where people will read your content. Will it appear in a booklet, a brochure, a print magazine, or on a smartphone? This can affect how you lay it out, especially if it involves design elements, such as fonts, art, or photographs.

3. Think structure — One way to make your content scannable is to work within the structure of your document, which is why a clear beginning, middle, and end helps. Headings and subheadings provide effective transitions to different parts. You can also place images in certain areas to better illustrate certain concepts. Google tends to appreciate structured documents, which may also lead to higher page rankings.

4. Break it up — Look for ways to splice items in a series with bullet points or numbers and get away with turning sentences into phrases.

5. Variety adds spice — Bold words and phrases, and in online content, links to other sites or media (music, videos), grab attention; if you don’t overuse them, they liven up your text.

Quotes

“The key ingredient to better content is to separate the single from the stream.” ~ David Hahn, LinkedIn

“Your top of the funnel content must be intellectually divorced from your product but emotionally wed to it.” ~ Joe Chernov, Kinvey

Comments? Suggestions? Need help with your writing? Feel free to contact me.

Michelle Troutman
classywriting.com