ailing turbulent seas, overcoming obstacles, climbing mountains – these metaphors have worn out their welcome in the financial world. Prospective customers have heard and read them all.
Metaphors have seeped into our language so thoroughly that they constantly pop out into our speech and writing. We don’t even think about them. That’s the problem.
This is a lesson that many journalists learn early in their careers. When you’re quoting someone, follow it with SAID. Don’t say the person OBSERVED, NOTED, COMMENTED, CONTINUED, REMARKED or anything else you can find in your thesaurus. Keep this in mind when writing success stories, case studies or news releases. Why do beginning journalists want […]
It’s hard to pinpoint the causes for increases in grammatical errors. But I’m guessing the verb/noun/adjective confusion I’m talking about can be traced back to the early days of going online.
We’re not going to convince engineers to take action with heart-wrenching stories about well-crafted parts. Instead, we’ve got to be detailed and factual enough about how we helped clients in their situation for them to think, “Hmm, sounds like I should give these guys a call.”