Leaders and managers can’t rely only on charisma and setting the right example
They also have to influence others with the words they use. So how come so many write so badly? In this blog, the last in a series of six on the essential skills of employee engagement, Axiom copywriter Paul Johnson offers some tips on business writing
In 20 years as a corporate writer, I’ve met countless people at all levels who are very impressive face to face; they get their messages across with clarity, they convince, they sometimes even inspire. Yet ask them to put their ideas in writing, whether for a big set-piece presentation, a blog post or an important report, and it’s a different story – usually a long, boring and incoherent one. That’s often true even for those who could be expected to have an advantage thanks to a university degree or a background in marcomms.
Maybe it’s because, since leaving education, no-one has ever given them any pointers on their writing. Besides, what we learned to do at school, as we inched painstakingly towards an essay word count or tried to show examiners how terribly clever we were, is just plain counterproductive in the real world.