It’s not what you say, it’s how you say it
A disproportionate amount of my time as a content strategist tends to be spent convincing clients that they should translate their messaging from “business-speak” to plain old English. Even better, make it friendly English — interesting or even (gasp) enticing.
Yes, the message is the same , but how you say it makes a difference in how it’s received. Often, a big difference.
For a real-world example of this, check out how Cebu Pacific now has its flight attendants convey the standard (read: boring) safety information in a more engaging, user-friendly format.
C.C. Holland 