9. Making assertions without backing them up.
“Post-truth” era aside and all, as a business person, I want you to back up what you say. You don’t have to back up every single assertion, but the major ones should be supported by evidence, or at least other people’s opinion (evidence is better).
Here’s why this matters: Unless you’re an influencer (and a really major one, at that), nobody cares what you think. Sorry. Nobody cares what I think, either. That’s why we back up what we say.
When you do back up what you say, please: Go find the original research.
There’s a spooky game of telephone going on in a lot of content. It happens when someone cites a piece of research from another article. Let’s call this article in development “Article A,” and the article it’s citing “Article B.” Trouble is, article B took that information from Article C, which took it from Article D. Article D took it from the original research report.
Linking directly to the research doesn’t cost anything. So let your readers skip the breadcrumb trail. You do the work and find the original research.