Better writing can help your business – and save you money.
Fresh off a writing course for a renewable energy company in Abu Dhabi and what struck me was how many participants struggled with active vs passive voice. While most knew the difference, they weren’t confident using the active voice.
It’s hard to blame them. Like some invasive species, the passive has colonized the corporate world. We’re constantly exposed to sentences like: Supply chains were hampered by the pandemic. Gas prices were raised. The plan was implemented. But let the active voice work its magic and you get: The pandemic hampered supply chains. Gas prices rose. The company implemented the plan. Now the focus is on the agent carrying out the action – the writing is more direct, a little punchier and usually shorter.
Clear writing saves time and money
As passive sentences pile up, they start to choke your writing and bore your readers. That’s along with the jargon and buzzwords that also plague business writing. Sloppy communication costs money, too – at least $400 billion a year, according to one survey of US business. And when GE Aviation decided to start making lawyers use plain English instead of legalese, they calculated it took 60% less time to negotiate contracts. And clients were happy.
When GE Aviation decided to start making lawyers use plain English instead of legalese, they calculated it took 60% less time to negotiate contracts.
In Abu Dhabi, participants found it easier to spot jargon than make passive sentences active. But they saw how it added muscle to their writing and soon got the hang of it. To be clear, the passive is fine in small doses. It’s often a better choice when you want to put the focus on the object of the action. The president was re-elected. Obviously voters did the re-electing and we care more about the outcome. The passive can also be a way to avoid pointing fingers. Mistakes were made in handling the customer’s account (be careful though – this suggests a lack of accountability).
Active sentences are a better choice for business
The point I tried to drive home in Abu Dhabi is that the passive shouldn’t be your default mode. And in business writing, active sentences are a better choice 90% of the time. They add power and impact to your prose and, most importantly, your customers will be grateful (especially if you clear out some of that jargon as well).
At The Tantalus Group, we work with several blue chip brands to sharpen writing skills. This can start with an audit of a communications team. We also offer training programs to teach employees to write better and one-on-one workshops with CEOs to improve to their storytelling.
If you’re interested in a writing program for your executives, coms or marketing teams, please reach out to sanne@thetantalusgroup.com.
The Tantalus Group is a global firm that specializes in management consulting services. We advise leaders on business opportunities and threats, from strategy, marketing, communications, organization and digital, to business transformation, change management, sustainability and mergers and acquisitions. Our management consulting services cut across all sectors and geographies.
We have a team of strategy and management consultants in Asia, Europe and North America and draw on decades of practical experience advising CEOs, CFOs, CCOs and executive committees. We also work closely with teams within companies, to deliver management consulting services to tailored to the unique demands of working in a fast-paced, changing global environment.
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