Cut out the guff. Write as you speak

It’s worth reminding ourselves how important it is to write clearly and with the reader in mind. It is easy to get carried in imparting all we know or be victim to the jargon spoken all around. These tips remind us how to keep things real …

Humans Buy Services. Honest.

Paint a visual picturePaint a visual picture

A ‘critical friend’ (aka colleague) checked some writing for me last week. Her comments were characteristically to the point – “you’ve lost sight of your audience, so cut out the management guff and write as you speak, not as you’ve been conditioned.” I couldn’t argue with her. She was right. I had lost sight of what I preach – marketing in a more friendly, human, accessible way. And it prompted this post; a recap of how to get it right.

Pictures are worth a thousand words – I know it’s a cliche but pictures work, especially in this YouTube world, where the first thing we do  is to ask the limitless Google for help, or absorb information visually via one of the excellent video channels, meaning we read less and less. So keep the pictures in your business writing, and if anything, use more to communicate simply and powerfully

Simple, short words are in

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About Terri Lucas

Partner and Director of Marketing Strategy @hymansrobertson. Frustrated by lack of innovation and creativity in B2B marketing. Passionate about changing that. Otherwise I am a snapper, book worm, foodie, music lover and traveler. These views are my own.
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