By Charlotte

After an interesting meeting with a client recently, we were handed the draft of a brochure to re-write. I was a tad frustrated that by the eighth and final page of jargon, I still had absolutely no idea what the document was trying to say. In that spirit, I found this interesting blog online – enjoy.

But you’re not saying anything 

And this is the problem with just about every lame speech, every overlooked memo, every worthless bit of boilerplate foisted on the world: you write and write and talk and talk and bullet and bullet but no, you’re not really saying anything.

 It took me two minutes to find a million examples. Here’s one, “The firm will remain competitive in the constantly changing market for defence legal services by creating and implementing innovative and effective methods of providing cost-effective, quality representation and services for our clients.”

 Write nothing instead. It’s shorter.

Most people work hard to find artful ways to say very little. Instead of polishing that turd, why not work harder to think of something remarkable or important to say in the first place?

http://sethgodin.typepad.com/