Two writing peeves
1) Blah blah blah
I’m amazed how often the stuff we read is too verbose, complex, jargon-y, mundane, disorganized, meandering, irrelevant and textual-only. This makes things difficult to understand. People stop reading and move on to click elsewhere.
Statistically speaking… this probably applies to your stuff.
I’m just sayin’.
2) More blah blah blah
Regarding web content, consider this blurb on a typical consulting site:
“Our Project Managers are expert communicators who provide end to end service for project based and program based support. You can expect our team to always bring clarity and order to your work, while driving the results you need with a right-sized amount of rigor vs. agility.”
Do people talk like that?
Of course not. Yet people and businesses write like this all across the web. Many of (the collective) you sound the same, yet state very little. This is a great way to be seen as a commodity.
Also, businesses write too much about what they do. No-one cares. People do care about the value they can can get from what you do. It’s about them, not you, silly.
Why is this a problem?
- If people don’t understand you immediately, they’ll leave without knowing how you can help them.
- If you sound like everyone else, they’ll not differentiate you from the others.
- If you create a dull experience, they’ll leave without a strong impression of your business, product or service.
- If you don’t explain how you can solve their problem, they’ll find someone else who can.
- In other words, you’ll make less money by losing more sales.
I know you didn’t intend for any of that to happen.
Ask yourself the following questions for the stuff you write next time:
- What expensive problem can you solve for your prospects?
- What specific purpose do you want to achieve with your content?
- What intended action do you want your reader to do next?
- What experience do you want to create for your readers?
- Does your opening line pass the ‘so what’ test?
There’s a better way to sound, state and speak to your leads, prospects and clients. The world is becoming more PC and homogenous in many ways. This makes life mundane and dull. But you got soul. If nothing else™, make your soul jump off the page by stating things clearly, simply and, please… in plain English.
Don’t let the SEO ‘experts’ take over the web. Good, clear writing is good business.
You have a voice.
Help yourself sound like YOU.
Clear over clever. Replace fluff with stuff. Sound like a human.