How to Write Effective Business English

Let's break down the difficult words and phrases from the text you provided.

Framework that surround them

The "framework that surround them" refers to the overall structure and context in which your words are presented. It's not just about the individual words you use, but also the grammar, sentence structure, tone, and organization of your writing. For example, a well-structured email with clear headings and bullet points has a good framework.

Set the bar lower

To "set the bar lower" means to accept a lower standard of quality or performance. The text suggests that since using perfect business English is "achievable," there's no reason to aim for anything less than perfect. It's like a high jumper deciding to lower the bar and only jump a smaller height, rather than attempting to jump as high as they can.

Stark consequences

"Stark consequences" means very clear, severe, and harsh results. The consequences listed—lost cash, lost custom, and lost goodwill—are direct and unmistakable. The word "stark" emphasizes the seriousness of these outcomes.

Lost custom

"Lost custom" refers to losing customers or clients. In a business context, "custom" means patronage or business from customers. If a business loses custom, it means people are no longer buying its products or services.

Lost goodwill

"Lost goodwill" is the loss of a positive reputation and the trust that customers and the public have in a business. Goodwill is an intangible asset that represents a company's good reputation and relationships. Losing it can hurt future business opportunities and brand loyalty.

Subordinate to your translation

A message that is "subordinate to your translation" means the original meaning and clarity of the message are being compromised or overshadowed by the process of translating it. The text advises that the main goal is to convey a clear message, and the translation should serve that message, not the other way around. The message should be the primary focus, and the translation is just the tool used to deliver it.

Counterproductive

"Counterproductive" means having the opposite of the desired effect. In this context, using complicated text is counterproductive because it's meant to communicate something, but it ends up confusing the reader instead, which is the opposite of effective communication.

Preoccupied with correctly describing what you do

To be "preoccupied with correctly describing what you do" means to be so focused on accurately explaining your own tasks or processes that you lose sight of the bigger, more important picture. The text suggests that instead of just describing your work, you should also be focusing on how your work is better than the competition's. The focus on minute details prevents you from seeing the overall strategy.

Lose sight of the bigger picture

To "lose sight of the bigger picture" means to get so caught up in the small details that you forget the main goal or overall strategy. It's a common idiom for when someone can't see the forest for the trees. In this case, the "bigger picture" is winning and retaining customers, which is the ultimate purpose of business communication.