Great business writing is love, language, and commitment.
Many years ago, I fell in love. Early on I told my beloved, "I will not only anticipate your needs, I'll exceed them. I'll listen. I'll work overtime to understand your goals. I will optimize my love for you. Here's my promise: I will deliver, 24/7."
"Get real," Maria said. She raised one super thin, highly manicured eyebrow and took my measure. "Die, you annoying little man," her eyebrow said.
As she slipped from my grasp, I doubled down. "Maria, my process is proven—attention, collaboration, immersion, romantification, creation. You and me. On time, on budget. All the way baby."
She married some other guy—a DUI attorney from Vegas.
My uninspired declarations, so much vapor at the launch pad of love, failed. Mission aborted.
How many of us who are crazy in love with what we do—whether we're healthcare practitioners, financial planners, or restaurateurs—use language that drives customers and potential customers into the arms of the other guy?
Far too many, I think. And here's the thing. The problem is the same as it ever was. I'm talking about commitment.