Assertive Is Not Unprofessional

You want to avoid aggressive, and nearly every company goes too far in the other direction into “don't hurt me” language. Non-committal, vague, soft. You'll never end up in court because of it, but you won't persuade or sell anybody either.

One pushback you'll get when you aim for the sweet spot, assertive, is that it's not professional. Their definition of professional is generic. They'll call it different things, but what they're really saying is that it's not safe enough. It makes us stand apart.

Here's what you can tell them. In marketing there's no safety in numbers. You don't eat better by copying what your competitors say and do. The whole point is to eat better, so you need to be persuasive. Which means persuasive is not “professional” in the generic sense.

If you want to be picky, professional really means courteous. Think of the term professional courtesy. Assertive language is courteous because it communicates as fast as possible. Every short, punchy sentence says two or three things at once, not by piling them on, but by choosing the words carefully.

Be professional by using the least of your audience's attention and time while giving them the most you can. Bring them through the front door, then let them explore your blog and use cases.

Inside a company, “professional” generally means generic. The middle of the road is always the most dangerous place to stand, no matter how much traffic there is.