3 Maxims for Bad News Copy

Unfortunately, we’re living during a time when the business news is often bad. That means clients have assignments that require delivering bad news. I worked on two such projects in recent months, which got me thinking about important elements of “bad news” copy.

Here are three:

1) Be direct.
Get the bad news out early, quickly and completely. Don’t bury it. To borrow from Nike, “Just say it.”

2) Be clear.
This is a key element of all effective copy, but it’s especially important when you’re delivering bad news. This is no time to be fuzzy or cute. Your message needs to be crystal clear.

3) Be honest.
Don’t try to gloss over the bad news or give it a slick PR or marketing spin. I know it’s tempting, but don’t do it. You won’t fool many people. In fact, you could lose credibility. Once you get the bad news out, you can move on to the positives and any plans for overcoming difficulties.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s