Saved by Simon Joliveau Breney
Be Plainspoken
important! You’ve mastered your content, honed your idea and know what matters. Just say it—stop cooking.
Jim VandeHei, Mike Allen, • Smart Brevity
avoid using the same marketing speak and buzzwords
Ben Hunt • Convert!: Designing Web Sites to Increase Traffic and Conversion
Avoid using buzzwords, tool names, and abbreviations.
Martin Eriksson • Strong Product People
➋ Be direct—in art, design and language.
Jim VandeHei, Mike Allen, • Smart Brevity
Go find fifty random emails you have written to clients recently. Print them out and highlight every sentence where you know you sound like a bag of hot air. Circle buzzwords as well as every sentence where you say nothing but take thirty words to do so. Now, go ahead and see how much yellow you have. Is that how you want to sound?