Activate Run-Ons with WIFM

red pen
Image by Mad African!

The best way to spruce up boring business writing? Activate verb tense, parse run-ons into multiple sentences, and add the what’s in it for me (WIFM) factor.

Yes, some colleagues focus on grammar, but when I edit business text these are the first three things my red pen seeks out.

Inevitably business text crams an overt amount amount of jargon and hyperbole into copy to ensure that it stays “on message” and achieves branding goals.

Business writing seeks to market and inform stakeholders. Over-focus on messaging and positioning hurts that goal, instead fulfilling an internal need to appease executives.

An editor should punch up copy to resonate with stakeholders.
Continue reading “Activate Run-Ons with WIFM”