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Direct language doesn't mean being rude, unprofessional, or "bad." (So let's stop the little drama in our minds that tells us that.)

Why is being direct great?

Because it is clear.

It's straightforward and easy to understand.

For example, I emailed a client:

"We need to set a deadline for this project. What do you recommend? I don't want to rush you, yet we also don't want the project to linger too long. The sooner we complete it, the sooner it begins producing results."

Breakdown:

"We need..." = We're in this together.

"What do you recommend?" = I recognize you have a schedule and priorities, and I want you to make a decision and communicate it.

"I don't want to rush you..." = We're busy humans, and still, let's finish this.

"... begins producing results." = This is what the client ultimately wants, so it ends on the client's desire, which is getting those results (which usually is visibility, clicks, conversions, new clients, etc).

If you're a service provider, even if you get paid upfront (like me), the goal is to complete the project. That's why you get paid.

Don't hide behind language.

Yes, we can be tactful and professional. We can adjust our language for sensitive situations.

Yet for day-to-day operations, be direct.

Let's get things done, achieve great results, and move on to the next exciting challenge.