Client may I?

By on March 13th, 2007 In Writing

I see the word “allow” constantly misused in PR writing. Generally, it goes like this: “Widget will allow consumers to…”

The proper word choice is always enable.

Your client is not a parent who is giving consumers permission — allowing them — to do things. There’s an arrogance there. On the contrary, their product or service, if used, is making the consumer’s life better. They are enabling. That’s positive and proactive.

Always enable, never allow.

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