A recent online article in Inc., Why is Business Writing So Awful? received plenty of notice in the social media world. The author, Jason Fried, takes issue with the overworked, descriptive words used in business writing. Some of his examples may be on your Top 10 Worst list – value-added, full service solution.

Business writing can certainly fall into the trap of uninspired clichés. Whether that is from lawyers and HR departments, as some of those cited in the article, or simply bad business writing, it kills your message. But, I wonder, what is the shelf life on unique business writing? Is unique business writing an oxymoron?

How Flattering is Imitation?

Creating original, clever business writing is hard. Just look at the demise of Super Bowl commercials. Remember when they were the best part of the event? I thought last year’s Super Bowl commercials were particularly bad – except for the Snickers, Betty White commercial .

It seems when something does work, it is imitated over and over again – usually without very good results. That is how business writing, once thought as unique, becomes a cliché. I’m old enough to remember when “outside-the-box” was a unique phrase. Now, I want to strangle its consonants every time I see it.

Maybe We Should Stop Trying So Hard

Then there is the quest to “be different.” When does that quest become failure by pushing too hard for unique business writing? Let me provide a couple of examples. There is a distinct possibility that my aversion to this type of business writing has more to do with my Baby Boomer age, but I’ll let you be the judge.

Appealing to 13-Year-Old Boys

I hate, hate, hate most fast food commercials. They remind me of 13-year-old boys giggling over a Playboy magazine. And maybe that is exactly who they are trying to appeal to. So does that make it clever advertising?

I recognize that an essential element of good business writing (whether advertising or any other form) is understanding your target audience. But, does every commercial have to have suggestive undertones? I can think of several businesses that use this type of advertising. Maybe that means it’s effective business writing and a matter of personal taste. I don’t think so, but that’s just my humble opinion – what’s yours?

Making You Feel Stupid

I don’t understand how anyone thinks business writing that makes a potential customer feel stupid is good strategy. Yet, I see this type of writing all the time – in advertisements, on websites and business blogs. Sometimes the theme is blatant, like this headline:

I MADE $9,000 SITTING ON MY ***- YOU’D BE STUPID NOT TO TRY IT!

The asterisk editing is mine. That’s a topic for another day.

Some business writing makes a reader feel stupid in a much more subtle way. It happens even when the business writer does not intend that outcome.

The use of acronyms and technical terms without explanation often has that effect. I admire the social media experts that recognize their readers are people with a wide range of knowledge on the specific topic. It is an incredible challenge. One of the best, in my opinion, is Social Media Examiner.

Being Too Clever

Business writing that tries too hard to be clever often falls as flat as a stand-up comic’s joke with no laughter. How many times have you seen an ad or read a business paper that had you scratching your head on what the heck they were selling? It could be a very funny, clever piece, but how effective is business writing where the product or service is not clear?

When the emphasis is on getting a laugh, the objective for the business writing – ultimately to sell your product or service –  is lost in the sound of chuckles. Who has the last laugh then?

Keep it Simple, Clear and Uniquely Yours

Effective business writing looks at the topic through the eyes of the reader. It keeps the information simple (even though that is on the list of overused words), it keeps the message clear and it contains elements unique to your business.

Even the best of writers fall into the trap of overused words and catchphrases. Articles, like the one in Inc., are good reminders to continually challenge ourselves to keep unique business writing from becoming an oxymoron.

What are your pet peeves in business writing?