I’ve blogged about this a few times, but I think now more than ever we all need to remember how important words are. Terrorist or freedom fighter? Protestor or rioter?
Choosing the right word in your business writing might not be quite so emotive, but it gives your reader an indication of how they should think and feel.
We can see this all around us: clothes are no longer ‘old’ they are ‘vintage’. Likewise, old furniture can mysteriously become ‘antique’, and the original version of something isn’t out-dated, it’s ‘classic’.
Of course, these examples are obvious when you think about them, but the re-labelling certainly does the job of changing the reader’s perception. Other changes may be more subtle: if you describe your product as ‘cheap’ it implies the quality is poor, so consider using ‘low-cost’, ‘cost-effective’ or ‘affordable’.
Just don’t get led astray into using meaningless jargon, rather than simple, clear words. Your readers will thank you.