27 February 2008

Stop speaking double Dutch

We live in an age where new words are invented by the minute. Techno jargon is commonplace in many industries and at times it is almost like learning a new language. Not a day would go by when I haven’t heard some new term that I need interpreted.

It is also the age of the acronym, which means that new words have been developed from the letters of a group of words. In fact there are dictionaries to help us to understand this developing new language.

Many very experienced advertising people suggest that all promotional material or advertisements should be written so that they can be understood by a nine year old. In my opinion the concept is spot on. Keep it simple and avoid using techno jargon and buzz words.

This doesn’t mean that we are implying that our customers are stupid. And as you would know from reading any of my work, I am very passionate about treating customers with respect at all times. It simply means that we should all try to make our promotional material as easy to understand as possible. By all means include the techno jargon if it is appropriate to your industry and for the specific piece of promotional material being designed, but generally, avoid it like the plague for mainstream information.

Techno jargon has its place, but strong, simple language will always prove more beneficial in the long run. Your customers will understand it completely and there will be little room for misinterpretation or confusion. We always end up back at home base, keep it simple. It is the one business principle that always works in the long run.


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