John de Forte takes a sideways look at the world of professional services marketing. This issue: some popular phrases to dispense with in the new year.
As a professional communicator, words are your responsibility. Perhaps even more so in the advisory sector, as you are representing businesses whose credibility depends on verbal persuasiveness and acuity. It falls to you, then, to think about the language you and your firm use, and how it might be received by the reader or listener.
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