Have you ever gotten an email meant to sell you something, but you had no idea what they were selling? I have. I've gotten emails so filled with jargon that they may as well have been speaking ancient Greek.
Your business has its own vocabulary. For lawyers, we call it "legaleeze". Whenever you hear someone telling you the small print, you know they are talking legal jargon and it often doesn't make sense. The same is true for my business of writing. POD means nothing unless you want to "publish on demand."
It is important to look at your written communication to your customers and see it as they will see it. Are you using acronyms that only you will know? Are you using intellectual sounding terms that will have no meaning to your customers?
The point of communicating with your customer is to get them to understand what you have to offer and then to purchase that product or service from you. It is not to show how smart you are through the use of your giant or obscure vocabulary. You must speak your client's language. You must motivate them to do something, such buy a product or request more information. You must meet their needs.
If you currently have a written marketing campaign, look it over and be sure that it is written in your customer's language. TAFN, (That's All For Now, for those that don't speak text!)
[If you have written materials that you'd like to have edited, or if you are creating materials from scratch, feel free to contact me. I'd love to help. teribclark@gmail.com)
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