Moist.
You cringed, right? Well, you’re not alone.
Luckily there’s not much call for them in business writing. But there are a few words that can give people the ick. So here are our three tips for swerving the most off-putting terms.
Use words you actually, well, use
Utilise grates on the ears. Even seasoned journalists often fall into the trap of using it, but they don’t need to. Why not go for simpler language like ‘use’? It still gets the point across without sounding pretentious.
The word whilst is in the same category. It might sound fancy, but ‘while’ is right there – and you’re far more likely to say it out loud.
Never underestimate the power of plain speaking. A 2020 study found that 60% of people understood a 100-word passage rewritten in plain language within 30 seconds, compared to only 40% for the original text written in ‘corporate speak’.
Sometimes, simplicity packs the biggest punch.
Make it meaningful
Empower is another word that doesn’t sit well with many, especially when talking about women. Even with the best intentions it can come across as paternalistic and condescending – without adding much meaning.
And who’s really getting out the harness? Unless you’re talking about walking your dog, that has no business in your article. Delete.
Then there’s delve. You don’t say it in everyday conversations, so why is it in your copy? For some reason, AI loves this word. Alex Goldstein, our Creative Director, has talked about this before. Anyway, you could explore alternatives… (You’re welcome.)
In the tech world, it’s all too easy to drift into buzzwordy adjectives, too. State-of-the-art might seem like plain English, but it’s not very meaningful (see also innovative). Consider something that actually says what you do, like ‘for the first time, we made it easy to take a blood test at home’. Our brains are much better at grasping concrete ideas than abstract ones.
Be real with your audience
Starting with a blank page is tricky, even for the most seasoned wordsmith. But some phrases have become so overused we barely even register them anymore. And they don’t feel very honest: are you actually delighted or excited to make that announcement? At heart, you know your audience probably isn’t on tenterhooks.
Other ones to watch out for are echoes of school projects (in conclusion) and phrases that sound a bit uncertain, like on the other hand – you don’t want to sound too much like you’re hedging your bets.
Corporate jargon can also get on a lot of peoples nerves. A survey of over 1,000 people found like a family was the most annoying phrase in a job post. Agreed – and clearly not written by anyone who’s ever battled a sibling for the bigger half.
Okay, this has turned into a mini rant. But you get the gist.
So if you want my advice you’ll keep things simple and get people reading your copy, instead of being turned off by it. Or, you know, ask us to help you with it.
Written by Siobhan Doyle, STEM Writer at Definition.