The note of caution I would sound though is that it’s important to be careful of where the world is on the curve of using a particular type of language. In the 1980′s, management speak was translated into words of war, yet, like the outfits we wore back then, they are mocked and ridiculed today.

Honest variety in language; taking time to sketch out attractive pictures for people with your words; the creation of an emotional connection to how they feel; giving a range of flavours in your approach; these essences are the important bit – rather than following a set model of language which, however attractive it may be at the moment, will go “out of date”.

Lovely to read something about the critical importance of language though!

Thanks for an excellent post. You’re “onto something,” as they say, and I think it goes far beyond the question of writing copy for business purposes to encompass matters of life and culture at large. We’re all swamped in business text today, and elevating the level of that language by enhancing its emotional dimension and textural quality might therefore contribute not only to better business results but to an elevation of our cultural tone in general. Now how cool would *that* be?