One of the biggest issues BrightBox runs into on a consistent basis is out of place, schizophrenic business
writing. Many of our clients come to us with patchwork messaging thrown together from some motley
crue of part time staffers, receptionists, interns and custodians.

Talk about a train wreck! Branding is about image and character. If you’re an oil and gas company, the
last thing you need is flowery poems about the landscape of Northern Ireland.

To give you a better idea, here are five types of speech you probably want to avoid when crafting your


Writers trained creatively are into long flowery language meant to convey deep-seeded moods
and emotions. You want to make an imprint in the mind, too… but you don’t want to give off the
impression that you’re living out the plot of a bad movie in which Shakespeare arrives in the 21st
Century after switching bodies with a modern American businessman.

Cut the fluff. Speak like a real, modern person.


Use complete words. Teenagers use shorthand versions of words because they are easier on the
thumbs. Your business does not survive on text message speak. You work on a keyboard. In case you
didn’t know, you have 26 letters (assuming your company operates in English). Use them.


Your organization is sophisticated. Don’t dumb down what you do to the level of someone who
stands in front of a convenience store. You’re in an office. When we call offices, we want clear, easy
to understand language, not nifty and interesting slang. Be universal.


High level, abstract concepts are great for us to think about… when we’re in college or discussing
postmodern novels. Your customers want to know the value you can bring them and how you can
assist the bottom line. Confusing them with social science hypotheses is a surefire way of closing
their wallets.


Our personal experiences are key to our existence. Giving people a feeling of self-actualization and
understanding is great, but only if you are a church official. Don’t sell enlightenment unless it’s in
the form of functional business knowledge. Hiding your message is the same thing as hiding your
pitch. Don’t hide your cash receptacle if you want to make money.