I saw a post on LinkedIn about a cold DM asking for a chat but which failed to give vital information. The messenger didn’t say who they were, what they did or why they wanted to set up a meeting.
We’ve all had something similar, but lack of clarity in communication is a problem that is replicated in lots of different areas of business writing.
It might be an obscure LinkedIn profile headline or business website that leaves you none the wiser about what the company actually does.
Bad communication wastes time and leaves a lot of value on the table. For some, it might just be poor communication skills, but for others, it may be the result of a desire to stand out or sound impressive compared to the competition.
If you are a property developer, for example, and say you are a property developer, you sound like everyone other property developer. If you say you provide ‘delivery solutions for client’s built spaces’, it sounds different and perhaps more dynamic.
Too cool for school copy
But it’s what I like to refer to as ‘too cool for school’ copy. It might generate fleeting respect for the fancy language but ultimately will only harm you.
Now, there is nothing wrong with individuality and being clever with words – it’s something I actively encourage. But if it’s not simultaneously communicating clearly what you do or want to say, then the words you’ve chosen are pointless.
If you are an office fit-out company, say you are an office fit-out company, don’t use a fancy phrase like ‘end-to-end workplace solutions’, which is meaningless – and yes, I’ve seen that used on a website.
Fancy language like this also does little for SEO because people aren’t searching for ‘end-to-end workspace solutions’.
So the takeaway is, by all means, be clever, but make sure what you write is still clear. Whether it is a LinkedIn profile, a DM, a website or a piece of content, don’t be too cool for school with what you are communicating.
RELATED: This quick Monday tip, I wrote on LinkedIn focuses on ‘clever’ article headlines that don’t serve and you can read that here.
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