Go back to that all-too-common phrase: “We apologise for any inconvenience this might have caused.” Would you say that to your daughter when you were late picking her up from football practice? To your neighbour when your dog trampled his flowerbed?

“Any inconvenience” is emotionally anaemic and lacks the specificity to make it meaningful. “We apologise” isn’t much better. It’s distancing almost to the point of dismissiveness. “When you say, ‘I’m sorry,’ you’re owning,” Fried explains. “When you say ‘I apologize,’ you’re renting.”

Professionalese is a renter’s language. It doesn’t expect to be around for very long and has no stake in the long-term prospects of the neighbourhood. It says, “mistakes were made” rather than “we messed up” and claims to “take responsibility” instead of acknowledging “it’s my fault”.

via New York Times

Speak Like A Human At Work is a post from Bob Hazlett, a digital marketer who writes at One Half Amazing!

• What’s in it for me (the customer)?
• Why should I care?
• Why should I believe you?

3 Questions Your Customers Want You To Answer is a post from Bob Hazlett, a digital marketer who writes at One Half Amazing!