The first rule of marketing communications should be “Don’t confuse your customers.” If they can’t figure out what you’re saying they won’t stick around to find out, much less trust what you’re selling.
Based on the pitches I’m seeing and my copywriting/editing work with clients, here are ten of the current “worst offender” terms that send customers clicking on to your competitor’s Web sites:
|When You Say…||Do You Really Mean…|
|Transparent||Visible, or honest?|
|Resources||Money, or people?|
|Impact||Help, or hurt?|
|Solution||Hardware, software or services?|
|Contextualized||How something relates to or works with something else?|
|Transform||Really, really, really improved?|
|Optimized||Eliminate what’s unneeded or duplicate?|
|On the ground||On the actual scene? Seeing something for yourself? Most informed?|
|Align with||Coordinate with? Work to improve?|
Want more? I’ve got plenty. And if you want help replacing jargon with clear language in your marketing material, I’m available for that, too. What horrible, meaningless jargon are you seeing that drives you nuts?
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