02-25-2009: Writers Make it Tough to be a Reader MEMPHIS, TN (WKNO) - Writers who use phrases like "member-centric," "evidence based," or other roadblocks only make their message harder for readers to understand. More and more, companies are using roadblocks instead of clear and concise writing for advertising purposes. If you write using advertising language that readers cannot understand, then how can a reader know what you are actually talking about?

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com. © Copyright 2009, WKNO