Saturday, May 10, 2008

I'd like to ...

A few posts ago, I mentioned how the phrase "is designed to" clogs up the flow of writing. Here's another that does the same thing: "like to, " as in, "We'd like to introduce our new product."

This phrase makes it seems as if introducing the product is but a faint hope, a wish, a desire. It's almost as if there's a corollary: "We'd like to introduce our new product (but we can't)."

If you'd like to do something, do it. Say it. Own it.

  • "Here's some information about the newest generation of widgets."
  • "Introducing our new widgets."
  • "The latest in widgets is here today. For you."

Isn't that stronger than, "We'd like to tell you about our new widgets"? (If only we could ... sigh.)

Business writing is full of these weak-kneed construction; they're as invasive as kudzu. To keep your verbal garden healthy, stamp out "like to" today.

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