Is Antiquated Language Putting Your Company on the Path to Extinction?
by Brian Norris

As if you failed to notice, the workplace isn't what it used to be. The familiar icons of yesteryear are being eliminated and replaced. First, it was the three-piece business suit. Now, it's the very language used within the workplace... For better or worse, organizations that fail to adapt are heading the way of the dinosaur. And it's up to the savvy business professional to shield their investment from impact.

The successful company of tomorrow recognizes that the rules of communication have changed dramatically. People are demanding a more relaxed, informal environment. At the same time, they want concise information, presented in an entertaining way.

If you are serious about staying competitive and intend to survive in the new century, then here are a few suggestions.

• Less is more. Focus on one theme or concept at a time and strive to make it memorable. Internally, review your policy books, training manuals, memos, and ask yourself, "How can we say this in fewer words?" Eliminate fluff, streamline, and use shorter, more meaningful words in lieu of boring, uninspired paragraphs. Externally, reevaluate your contracts and business letters ('Pursuant to...' is passe). Remember that an ad or brochure is not a book. Today, employees and customers appreciate brevity.

• Pretend you're holding a conversation with a friend. Be excited about your company, about your employees and about your product. Make this passion evident in all your communications. Keep in mind however that people don't want to be preached to; That's what Saturdays and Sunday are for. Your goal should be to connect on a personal, soul-to-soul level. Achieving this connection is one feat that technology will never usurp.

• Just because another company is doing something doesn't mean it's right for you or even effective. You have probably heard the saying about the blind leading the blind. Well, that saying seems to be the maxim in many businesses today. Just because one company decides to market or promote their products or services doesn't mean they are going to be effective. Rather than play follow the leader, dare to blaze your own path through innovation, creativity and your own innate intuition. Communicate your uniqueness in all you do.

• Practice the dying art of the hand-written letter. Although technology continues to dictate how people communicate, the pen and paper are still the most overlooked, yet memorable means of communication. How do you feel when you receive a hand-written note from someone you've recently met? I know I feel wonderful because that individual thought highly enough of me to take the time to send a personal thank you.

• When choosing between a "ten dollar"or a "one dollar" word, go with the latter. Unless you're trying to win a spelling bee or impress your audience with a thesaurus, stick with short, punchy copy that talks to your audience-- not at or down on clients or employees.

Successful companies and their sales and marketing force recognize that despite all the hype and recent deluge of new technologies, people want to be recognized as individuals with basic psychological needs: a desire to be needed, acknowledged and treated with respect.

Get to know your clients on a first name basis. If you can't use their name (ads, brochures, and other fixed media) then use the word you as often as possible.

The future is filled with awesome opportunities for the savvy business professional who refuses to rest on his or her laurels. Implement these suggestions and I promise a stronger, more secure road to personal and professional success.

Brian Norris is a touch therapist, professional speaker and author of Escape Life Sucks Syndrome. You can reach Brian by emailing info@BrianNorris.com or calling 414-899-1905.

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Copyright ©1999 Brian Norris