On a subjective level, most people can recognize bad writing when they encounter it. Bad writing will lead to confusion, boredom, or even indignation. But what separates a successful business blog from an ineffective one? Why is one considered informative while the other is tedious? Here, we’ll outline five common mistakes that plague business writing so that you can identify them and improve your own skills.
When a writer is tasked with covering a technical subject, they’re often tempted to “overwrite.” That is, they feel compelled to use argotic terminology that only experts will understand. Or, they pressure themselves into writing long, run-on sentences. Neither of these practices is to be recommended. Rather, if you’re describing the benefits of a sophisticated product, like a 384 well plate for instance, then take the time to explain it in plain terms. Otherwise, you could lose your audience. (Final note: never use acronyms like “PPC” or “CRM” without explaining what they stand for first.)
Lack of Transition Words
Transition words allow authors to segue from one sentence to the next, and they act to break up monotonous syntax. If you’ve ever read a blog without transition words (and there are plenty of them), then you know just how vital they are to making content readable.
Contrary to popular belief, it’s okay to repeat yourself from time to time in an article. In fact, repetition plays a key role in cognition and retention. However, there’s a big difference between bringing up a key point strategically and using the same words over and over again. Relying too heavily on a small selection of adjectives or phrases will make your writing sound inane. So make sure to mix things up with a thesaurus as needed.
Irrelevant or Incorrect Info
Chances are, most experienced professionals have read blogs that amount to much ado about nothing. They contain lots of irrelevant, useless information. As bad as those blogs are, nothing is worse than business articles that include erroneous or incorrect information. Always research business blog thoroughly before publication.
Ideally, business blogs should have a singular focus, and that focus should be evinced by the title. It doesn’t make any sense for a blog titled “4 Quick Tips To Boost Office Productivity” to contain a section on the best restaurants in Chicago. This is an extreme example, but the point remains; keep your writing tight and on-point. Diversions are only justified in the rarest of instances and veering off topic too often will drive readers away.