Make an Impact with Your Written English

5

We all need to write to market and sell

Everyone is an ambassador and salesperson

In Chapter 2, I highlighted how it helps us achieve our business English writing objectives by embracing the fact that we can all actively market our organization and sell its messages every time we write. We fail when our audience finds our writing ineffective. Feedback suggests that this can result from it coming across as:

• over-complicated;

• uncaring;

• written by a ‘jobsworth’ type of person;

• sloppily presented, with mistakes;

• full of jargon;

• impersonal.

Ineffective writing will imply that you have put the shutters up and closed the door. Given a choice, your customers may well walk away. Unless to make a complaint, they will not necessarily call again. The ...