The World Wide Web enables business to communicate globally, but copy written for the Web often poorly represents the companies it is meant to showcase. Rather than speak in plain english, most organizations write in a kind of "corporate-ese", indulgent in fasionable buzzwords and unimpaired by the need to actually mean anything.
The following is typical:
Our services include analysis and validation of support strategies for customer satisfaction parameters.
Rather than communicate any particular idea, writing like this signals only the writer's attendance of all the required Business courses -- and none of the elective English classes. Most times, it just reads like somone is trying to look smarter than they fear they may truly be.
Scott Adams, writing in The Dilbert Principle provides a classic example of this kind of over-thought writing.
I utilized a multitined tool to process a starch resource.
Meaning he used a fork to eat a potato.
No one would write about everyday life using such opaque terminology. Yet, for some reason, complicated and awkward language is often assumed necessary to prove one's credentials in a business setting.
The truth is quite contrary.
When we write plainly -- to our customers, to our vendors, to our suppliers, or to our peers -- we demonstrate a comfort level with our subject matter that assures our readers we know what we are writing about. Clear, concise language invites the reader in. It does not alienate. It does not conceal half-truths behind jargon.
Of course, recognizing the importance of accessible language does not instantly make everyone good at creating it. Recognizing the need for good writing may mean recognizing the need for a good writer. You know what your message is. All you need is someone to help you express it.
You've got a great product.You've got a great service. Now you've got to get the word out.
A great copy-writer can help you do that. Contact us today to get started.
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