Make yourself clear ...
So don't say ...
Company X is a leading provider of innovative end-to-end call centre solutions. Our expertise enables clients to maximise responsiveness and deliver 24/7 service capability.
say ...
Your customers expect fast support around the clock. We’ll make sure they get it.
Our brains are frazzled by the barrage of information we face each day. That's why we filter it, letting most of what we read, hear and see simply wash over us.
If your message is going to stand any chance of connecting with busy people, your writing needs to cut straight to the chase, and require a minimum of your reader's time and effort.
And don't say ...
A cross-functional working group is developing an integrated logistics strategy with the goal to increase volumes of active vehicles and improve transportation speed.
say ...
Our team is looking at ways to get more vehicles on the road and reduce delivery times.
Too much B2B and corporate content is long-winded and ambiguous (like the two real-life examples above). No one is waiting to read what you've written, and they certainly don't have time to decipher its meaning.
Clear, concise writing is only worthwhile if there's something in it for your reader. Does your content help to solve a customer's problem, or provide colleagues with information that will enable them to do their job better?
You might have the best company / product / idea in the world, but you can't just say that - you need to explain exactly how it benefits your audience. If you don't, you're only adding to the background blah blah that people happily ignore.
... and be useful
Writing that works
Writing really matters. The content you publish directly reflects your brand. Good writing makes us look smart, helpful and trustworthy. Bad writing can make us look self-absorbed, confused or dull.
But good writing takes time, and endless empathy for your audience. Which isn't good if you've got a content list as long as your arm and a million other things to be getting on with.
If you've got lots to say and little time to hone your message, I can help.
No matter how complex the subject matter, I'll help you to communicate clearly and concisely, in a way that resonates with your target audience.
