How to Write Effective Business English

This text, which seems to be from a business writing book, explains the importance of using clear and correct language in business communication. The author uses a few idioms and specific phrases to make their points more vivid.

Here are explanations of the difficult words and phrases you asked about:

"The profits of doom"

This is a playful, incorrect phrase the author came up with. They explain that a dictionary suggested this as a related phrase to "profits," but the correct expression is "prophets of doom."

Prophets of doom: This is an idiom for people who constantly predict that something terrible is going to happen. A prophet is someone who can see into the future, and "doom" means destruction or a terrible fate. So, "prophets of doom" are people who are always pessimistic and see disaster on the horizon.

"Non-NE writer"

This likely refers to a non-native English writer. The author is suggesting that someone who didn't grow up speaking English might not be able to spot the mistake between "profits of doom" and "prophets of doom" as easily as a native speaker.

"Reel off the latest English buzz words"

This phrase means to say a long list of words, or in this case, fashionable new words, without much effort.

Reel off: To say or write a long list of things quickly and without thinking too much. Imagine pulling a fishing line off a reel—it comes off in a long, continuous motion.
Buzz words: These are trendy, fashionable words or phrases that are popular in a particular field, like business or technology. Using them can sometimes make a person sound knowledgeable or current.

"Why put ‘my head above the parapet’ in order to be ‘shot down’?"

This is a military metaphor.

Put my head above the parapet: A parapet is a low wall at the edge of a roof or, in this context, a trench. Soldiers are safe behind the parapet. To "put your head above the parapet" means to expose yourself to danger or criticism.
Shot down: In this metaphor, "shot down" means to be criticized harshly or rejected. The author is saying that if a non-native English speaker uses a phrase incorrectly, they might feel they've exposed themselves to criticism from others who will then "shoot them down" for their mistake.

"The Emperor’s new clothes"

This is a reference to a famous fairy tale by Hans Christian Andersen.

In the story, an emperor is tricked into believing he is wearing magnificent clothes that are invisible to anyone who is "unfit for his position or hopelessly stupid." Fearing they would look stupid, no one in the kingdom says the emperor is naked—until a little child points out the obvious truth.
The author uses this story to argue that people sometimes go along with something they know is wrong or silly because they are afraid to speak up and look foolish. The author wants readers to have the self-confidence to be like the child in the story and say when something isn't right.

"Prosaic"

This word means ordinary, dull, or unromantic.

The author is telling the reader not to be disappointed if the most commonly used, correct word is simple and boring (prosaic), rather than something fancy or poetic like the language of Shakespeare. The goal of good business writing is clarity, not artistic flair.

"Make a mockery of"

This means to make something seem absurd or ridiculous.

The author explains that confusing writing (distortion) makes a mockery of good advice. In other words, if you give good advice but present it in a jumbled, unreadable way, the advice itself loses all its power and looks silly.