Does your business writing pass the personailty test?

If you want to take a small but invaluable step towards corporate communication that might actually engage people rather than bore the pants off them, put all your comms through this simple personality test. You need 4 out of 4 otherwise it's rewrite time: 

• is it saying something of interest to the reader

if this is a no, stop straight away ...

• is there any sign of emotion (other than the inane jolliness or relentless falseness that many corporate communicators mistake for humanity)? 

relief, fatigue, anxiety and delirium are all valid emotions in business. Don't pretend; be real

• is there any empathy with the reader?

show some real understanding of issues, concerns or the environment people are in

• could it be read out loud without embarrassment?

too much business writing would never be said out loud by a human being. If it sounds wrong, it is wrong

Building relationships is easier with a bit of personality. It's worth the effort.