Don't Mumble

The best piece of advice from one of my favorite business books.

Don't mumble.

It's from a book called Writing That Works.

David Ogilvy said everyone should read it three times.

And as always, he was right.

This example is from the first few pages:

Instead of this …     

It is generally desirable to communicate your thoughts in a forthright manner. Toning your point down and tiptoeing around it may, in many circumstances, tempt the reader to tune out and allow his mind to wander.    

… say this

Don't mumble. 

Now look at your company website. Or one of your sales decks.

How much of the copy really says something and says it in a clear, powerful, and unambiguous way?

Forget safe and ineffective business speak.

Speak simply and directly.

Don't mumble. Talk with emotion. Be different.

Do that, and you'll win hearts and minds, no matter what you're selling.

Except toothpaste.

No one knows how to sell toothpaste well.