Informal writing to enhance communication is not a 21st-century concept. The first book of which I’m aware that promotes this writing style was published last century in 1918.
The compact, 100-page book, The Elements of Style, promotes short sentences and paragraphs so a reader will understand the meaning easily.
I read this book my first year of journalism school, and I’ve followed the rules ever since. If you follow my posts, you know I promote the value of informal writing using simple language. Interesting a writing style recommended 100 years ago is vital in the digital age.
There’s too much communication noise. The tried-and-failed rules of stale features and benefits embedded in long brochures and technically dense web content no longer apply. But, of course, many companies are slow to change.
If that’s the case, maybe you could approach management from this perspective: Suggest concise messaging as a way to stand apart from many other B2B companies. Do the opposite of what others are doing to create mindshare. Create the unexpected to be memorable.
Simple writing and messaging is the new normal in an age of extremely crowded and noisy communications channels. Embrace easy-to-understand messaging to increase sales.