just say what you mean · © 2017 spencer grace llc and storystudio chicago ltd. all rights...

© 2017 Spencer Grace LLC and StoryStudio Chicago Ltd. All rights reserved.

Just Say What You MeanHow to be the plainspoken voice of reason in a world of corporate-ese

A Workshop for the Ragan Communicators Conference | June 16, 2017

Beth Nyland | Spencer Grace LLC & StoryStudio Chicago Ltd.


Beth NylandSpencer Grace LLC

& StoryStudio Chicago

Corporate Poet

Cutter of Crap


#WriteNoCRAP

CRAP = Corporate Rhetoric And Pomposity


Introduce

yourself

Name

Role

grade school simplicity

Ph

oto

Cre

dit: Ta

ka

siHo

sosh

ima

via

flickr


do we write

business messages?

Ph

oto

Cre

dit: E

ric v

ia flic

kr


Corporate-ese

is no one’s mother tongue.

Ph

oto

Cre

dit: H

un

ter Jo

hn

son

via

un

spla

sh


Ph

oto

Cre

dit: Je

ssica

Luc

ia v

ia flic

kr

You don’t say


Notice that the smaller

pointing apparatus is

directed at the

numeral situated

farthest-right on the

time-keeping device.

Ph

oto

Cre

dit: Irish

Typ

ep

ad

via

flickr

The little

hand is

on the

three.


A long-bodied,

predatory,

marine animal

is approaching.

Ph

oto

Cre

dit: P

ao

lo M

ac

orig

via

flickr

Shark!


Our competitors have

yet to reach the nether

area of the playing field.

Ambulate in that

direction, and I will

propel the game piece

toward your well-

positioned phalanges.

Ph

oto

Cre

dit: S

tud

en

t Sp

orts v

ia flic

kr

Go long!


Competitive

situations

Crises &

emergencies

Teachable

moments


You try!Create a vague,

complicated,

inflated message.

Ph

oto

Cre

dit: C

olle

ge

De

gre

es3

60

via

flickr

Can we

decipher?


Nobody has

time for crap.


1. Know what you mean

2. Do more than be

3. Trim all the extras

4. Translate corporate-ese

4 ways to say what you mean

Ph

oto

Cre

dit: C

hris Y

ou

ng

via

flickr


What’s that you say?

Technology is not just for technology’s sake—

technology is an enabler of our ability to

continue to support our customers in this tight

margin industry to do more with less.

In a tight-margin industry, technology lets us do

more with less for our customers.

?Know

Do

Trim

Translate



We’ve set a new level of standard with the XYZ

WidgetMaster 9000. Best-in-class temperature regulators

reduce power consumption, decreasing input costs. The

62-millimeter spinner delivers rapid response time,

contributing to increased production on a decreased

time scale. That’s a win-win.

The XYZ WidgetMaster 9000 is designed to save you

power, time, and money.

?Know

Do

Trim

Translate



While product leadership is critical to the success

of any integrated solutions we deliver, we

believe that customers will increasingly choose

the provider that can deliver the best overall

solution.

I wouldn’t say this at all!

?Know

Do

Trim

Translate


1. Know what you mean

2. Do more than be

3. Trim all the extras

4. Translate corporate-ese

4 ways to say what you mean

Ph

oto

Cre

dit: C

hris Y

ou

ng

via

flickr


Ph

oto

Cre

dit: D

arre

n C

urtis v

ia flic

kr

1 thing you learned

1 thing you’ll try

15 ordinary words Send all to [email protected]

Plan your action


Ph

oto

Cre

dit: V

ale

ry K

en

skiv

ia flic

kr

#WriteNoCRAP


Creative business writing.It’s not an oxymoron.

Beth NylandThe Corporate Poet

[email protected]

just say what you mean · © 2017 spencer grace llc and storystudio chicago ltd. all rights...

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