February 25, 2008

Stop “overwriting” to attract interest and create meaning

Spend time reading most corporate messages these days, and you’ll conclude that they’re written in a foreign language. Most are “overwritten,” bulging with buzzwords and platitudes that mean nothing and are a distinct turnoff for employees. (For an example, click here). By eliminating the flabby corporate-speak in your messages, you’ll ensure that people read and understand your writing.

Here’s how:

1. Decide on a single objective.
   Ask yourself: “What is the one thing we need people to understand/remember?” Then focus on that single point and cut out everything that doesn’t support it.


2. Cut unnecessary words.
   That says it all.


3. Avoid meaningless words or phrases.
   See table below for how to turn abstract, confusing concepts into tangible, approachable language.


4. Use examples.
   Don’t talk about “applying critical thinking” or “delivering world class service.” Instead, illustrate what you mean, e.g., “Since our goal is customer satisfaction, we’ll respond within 24 hours to customers’ inquiries, and deal with complaints by taking these steps.”


5. Enlist the help of a peer.
   Sometimes the best way to flag corporate-speak is to ask someone unfamiliar with the subject to read your copy. Does he/she understand it? Ask him or her to circle phrases or words that don’t make sense. Then rewrite.

The clear writing cheat sheet

Keep this handy list near your desk to help you eliminate some of the most common and meaningless corporate buzzwords from your writing: