In 2011, resolve  to avoid business clichés in your written communications. Some terms that once sounded awesome have been so diluted that they are now relegated to business buzzwords bingo cards.

As content creation becomes part of core competency in both sales and marketing circles, b2b companies worth their salt are going to try to take content to the next level in 2011 (increasing video programming and launching e-mail newsletters blended with social networking, for example). B2b reps will need to bring their ‘A’ game to the table in order to separate their messaging from the pack.

However, making your lead-gen/nurturing messaging a win-win doesn’t necessarily mean you have to think outside of the box when crafting the communications e.g. use flowery language or lexicon testifying to your market mastery. You need to write in crisp, clear and concise language that respects your readers’ intelligence and is careful to manage expectations. As a leading provider of (fill in the blank), it may be tempting to toot your own horn, particularly about what a problem-solver your product can be. But resorting to superlatives can be deadly and, in return, clients may sense a whiff of desperation.

In today’s rapidly changing marketplace, making sure your written communications are robust can bring a lot of value to the table. But don’t ramp up your messaging at the expense of language.  Speak directly to the client’s concerns (either micro or macro depending on the pitch). That way, when you call the client to touch base you can hit the ground running and move the conversation forward.

Wink, wink.