One of the pitfalls of business writing is that after a while it can become somewhat robotic. Whether you’re writing about your own business or work for an internet marketing company providing content services, consistently writing in a business tone can feel somewhat prohibitive to a writer’s creativity. Let’s be honest, unless you’re selling fun products like clothing or tech-gadgets, writing about particular services can put you in a funk after a few months of blogging. It’s when your writing becomes robotic that writers fall into a pit of tired catchphrases and lifeless verbs and adjectives.
Remember in English class when the teacher taught you to use action verbs and vivid adjectives in your writing? Well, there was a reason. Using the same words over and over, week after week in your content is boring. Not to mention it’s what separates professional writers from everyone else. Anyone can write, but not everyone can write well.
One of my least favorite words in the English language, and a good example of a writer getting lazy, is great. The word is a generic, uninteresting adjective. The reason why it’s so boring is because the word can be tossed in front of almost any noun in existence and it makes sense, but it’s not good at really describing what you mean. About 98% of the time there is a better word choice. Some examples: “a great watch,” “great repair service,” and “great chocolate gift baskets.” The question writers need to ask themselves is, “Why is product X great?” Instead, try “a stylish watch,” “speedy repair service,” and “scrumptious chocolate gift baskets.” Doesn’t that sound just a little bit more interesting and more specific?
As you go back and edit your work, notice if your verbs and adjectives are lively and exciting. If you’re struggling to think of a better word, use that handy dandy thesaurus for some much needed help.