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.

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