Have you ever walked into a room and felt like an outsider?

You scan the room. Everywhere you look – small groups of people. Engaged in conversation. Laughing. Seemingly, joined by an invisible thread of connection.

It’s the kind of situation that halts even the most confident individual. Or causes downright panic.

Outsiders Welcome

A business does not set out to alienate its intended audience. However, subtle, and unintentional nuances in business communication can do just that.

Sadly, as anti-racism advocates have shared in multiple stories, not-so-subtle and intentional mistreatment exist. Both on an individual and company-wide level. Being treated as outsiders is too soft a description of such abuse.

Excellent resources are available to educate yourself on recognizing discriminatory language or actions. These are a few of my favorites.

Influential Educators

Sharon Hurley Hall’s Antiracism Newsletter

Through the wonder of social media goodness, I met Sharon when I started freelancing. I admire her professionalism and excellent writing skills. When she took that expertise to focus on becoming an anti-racism advocate, my admiration grew even more.

I have learned a great deal (much of it uncomfortable) about the subtle and not-so-subtle aspects of racism. Sharon’s generous sharing of personal stories and introduction to other insightful writers is well worth your time.

Sharon also hosts a podcast, The Introvert Sisters, with her sister, Lisa Hurley. I am not a podcast person (not sure why), but it receives rave reviews. Lisa is a powerful resource as well and both she and Sharon are active on LinkedIn. I encourage you to check them out.

Microaggressions are a big deal: How to talk them out and when to walk away

Microaggressions are a manifestation of discrimination and bias. From my position of privilege, I admit I knew little about these acts. This article written by NPR reporter, Andrew Limbong, explains microaggressions, provides examples, and suggestions for improvement.

It is thought-provoking and a personal revelation.

UPDATE: Since publishing this post, I came across this excellent article regarding microaggression.

Racism in Passive Voice by Decipher City

Decipher City redefines passive voice in communication. It is not merely the word editor concept of weak words. Powerful read.

Alienating Blunders

The following identifies three more innocent blunders that leave your customers feeling like outsiders.

Blunder #1 – Using secret code

Remember when you were a kid and developed your own secret code? Okay, maybe that was just me. As a middle child of seven, I always wanted something I could call my own.

Business communication can have its own secret code. It’s the insider speak that only you and a select few may know.

• Acronyms that are not spelled out are frustrating to those who don’t know them.
• Unexplained technical terms confuse the non-techies of the world.
• Text abbreviations baffle readers who are unaware of the latest textspeak.

I remember the first time I read the acronym for the Boise Fire Department (yep – BFD). Without spelling out the meaning, you could send a quite different message.

Are you using secret codes like acronyms and textspeak in your business communication? Share on X

Blunder #2 – Assuming everyone knows

Often the reason blunder #1 occurs is an assumption that everyone knows what you mean. You may be surprised to discover how often that is a false assumption.

In my corporate days, I played a game with acronyms. I would ask people who used them what the letters represented. In most cases, the individual could not tell me.

Think about that.

• You do not know the origin of the acronym.
• You omit an explanation in your communication.
• Yet you assume readers will understand.

Assuming everyone knows occurs in other formats, too.

• Not identifying “next steps” (e.g., who does what)
• Omitting calls to action (e.g., Call XYZ Company for a free quote)
• Leaving out details (e.g., contact information, meeting dates)

Instruction manuals are the poster child for false assumptions. If I need to click on OK – include that step in the instructions.

Blunder # 3 – Excluding differences

Technology has opened the world to businesses. But is your business communication stuck in its own back yard?

Depending on your market, your business communication could inadvertently exclude certain segments. I heard a story that is a great example of this.

A sponsor of a corporate wellness program was looking for activities to get employees more involved in the program.

• The company had employees in the U.S., China, and England.
• They decided to fund the delivery of fresh fruit to each location.
• The U.S. and England appreciated the fruit.

However, the company discovered China preferred the delivery of various teas. So that’s what China received.

Imagine the reaction if the wellness program sponsors had not asked for local preferences. By substituting a perk Chinese employees appreciated, the company avoided alienating those employees as outsiders.

The recipients of your business communication have many differences.

• Not all share the same holidays or the same customs.
• Consumers have mixed levels of knowledge and skills.
• Individual preferences vary.

Effective business communication embraces the differences that make customers unique.

From Outsiders to Participants

You hope your business communication connects with your audience. However, certain language or actions can pull the plug on connections.

1. Simplify business communication with explanations.
2. Include information that makes your message clear.
3. Enhance communication to recognize unique traits.

What other tips do you have for improving business communication to better connect with your audience? Please share your thoughts in Comments.

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Note: In 2015, SSB took a year-long alphabetic journey for better business communication. Each post contained an A-to-Z topic for creating better business communication. This ‘O’ post originally published on August 3, 2015, and this May 31, 2022 version updates it. The plan is to update each alphabetic post. Hopefully, it will not take a year to complete. 😊

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