'Be professional'. 'Sound and seem credible'. 'Proofread. Don't make silly typo or grammatical mistakes'.
We've all been given or have given such advise to someone at some point in our career. Well, take a look at the email below. Do you think the copywriter at this company ever got such advise?
Or is this company out to destroy Chicago Manual of Style, AP Stylebook, New York Times Manual of Style and Usage etc?
Well, this company, operating in a highly regulated space, has seemingly differentiated itself with its authenticity. From the name to mascot. Typos? Meh. Not grammatically correct? Double Meh.
Many of us agonize over how to say something and not just say it. We edit and rewrite over and over, to the point where the message gets sanded down so much that no one can discern your objectives. Go ahead and state what you have to...the world doesn't have time for the sugar-coated sh*t sandwich. Be genuine, be respectful and dive right to the point.
The world needs more of it, not less.
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