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

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.


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

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

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

5 Ways Writing by Hand Can Improve your Writing

1. Think time — When we take pen to page or finger or stylus to screen, the slower movements of our hand and fingers give us a few more seconds to gather our thoughts.

2. Short cuts — The time we spend writing by hand can make us less likely to ramble on; we’ll feel less wordy, especially if writer’s cramp sets in during the process.

3. Better focus — Armed with just a pen and a blank page, fewer visuals can distract you from writing.

4. Mindfulness — The act of hand writing can use more of our brain — including the right and left hemispheres — than typing and result in a more thoughtful piece. As quoted in Reader’s Digest, “‘Writing by hand is different from typing because it requires using strokes to create a letter, rather than just selecting the whole letter by touching a key,’ says Virginia Berninger, a professor of psychology at the University of Washington. These finger movements activate large regions of the brain involved in thinking, memory, and language.”

5. Freedom — Lack of distractions, more time with the page, greater care in our wording, and use of our minds can unleash our creative spirits to take our writing to a deeper level, especially if we don’t write by hand often. A change of routine, such as a sunny day rest on a park bench writing with pen and notepad might be a great way to refresh your prose and stimulate a new perspective.


Quotes

“I write with a felt-tip pen, or sometimes a pencil, on yellow or white legal pads, that fetish of American writers. I like the slowness of writing by hand.” ~ Susan Sontag

“People complain that writing by hand is slow, but that can be good for thinking and creating. It slows us down to think and to contemplate and to revise and recast. Its physical presence can be a goad to completing tasks, whereas computer files can easily be hidden and thus forgotten.” ~ David Allen, Getting Things Done


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

Michelle Troutman
classywriting.com

6 Books to Improve Your Writing

1. The Elements of Style by William Strunk, Jr. and E.B. White
This is one of the first and shortest books to improve your writing I’ve ever read; much of the advice is memorable, and I apply it to this day. It was first published over 100 years ago, but good style is always in fashion. Some grammar snobs hate it because they consider the advice too rigid and archaic, but for everyone else, the book offers the best of the basics.

2. The Elements of Grammar by Margaret Sherzer
This is somewhat of a companion to Strunk and White’s book, published by the same publisher, Macmillan. It’s a short guide to punctuation, spelling, and usage, which you can browse by topic for an “on the spot remedy” to heal common writing ailments.

3. The Chicago Manual of Style by University of Chicago Press Staff (Editor) and 4. The Associated Press Stylebook and Briefing on Media Law by The Associated Press
Following a certain style is good for consistency in your English usage, and for consultation when you’re not sure how to write certain words or to properly credit facts or sources.

These books to improve your writing can be your bibles to write “right.” Some key differences between both style guides lie in the formatting of certain words and punctuation. For example, AP style is well-known for omitting the serial, or Oxford, comma.

5. Writing Down the Bones: Freeing the Writer Within by Natalie Goldberg
Goldberg applied her experiences with Zen meditation to writing, making it simpler by removing the rules. With short chapters, you don’t have to read her book cover-to-cover for insights. Some of the advice can seem a little bohemian, especially with her references to writing in cafés, and her emphasis on poetry. I’ve found the writing exercises helpful for writing better descriptions. They can apply to any type of writing. Or, to go further beyond, to quote Ms. Goldberg, “What is said here about writing can be applied to running, painting, anything you love and have chosen to work with in your life.”

6. On Writing Well by William Zinsser
“This is a book for people who want to learn how to write. It’s also a book for people in every kind of job who have to do some writing just to get through the day; most people do more writing than they realize.” ~ William Zinsser

Separated into two parts, Zinsser’s book covers “Principles” and “Forms and Methods.” He preaches four articles of faith: clarity, simplicity, brevity, and humanity. His “informal guide to writing non-fiction” covers these and other basics, on such topics as usage, revisions, and oh, yes, even business writing; he uses anecdotes and personal experiences to illustrate his points.


Quotes

“Four basic premises of writing: clarity, brevity, simplicity, and humanity.” ~ William Zinsser

“Play around. Dive into absurdity and write. Take chances. You will succeed if you are fearless of failure.”  ~ Natalie Goldberg, Writing Down the Bones: Freeing the Writer Within


Comments? Suggestions? Need help with your writing? Feel free to email me: michelle “at” classywriting.com

Michelle Troutman
Classy Writing
207.332.8379