Suppose you enter a store to check out a product you’re interested in, and two salespeople approach you.
One says, “The state-of-the-art functionality of this superior, innovative product is enhanced by the unique proactive multi-tasking bidirectional aspect of the user interface element, our company’s proprietary MTBDUI.”
The other says, “Would you like me to show you the on switch?”
Which salesperson would you buy from?
Yet many websites, blogs and brochures mimic the first sales person when, face-to-face, no one would approach a customer that way. Multi-syllable words (3 syllables or more) in long sentences (over 24 words) are at the heart of complicated writing. Add to that the latest jargon and acronyms with a tendency to drop prepositions and even the most educated readers struggle to understand a company’s message.
Customers are interested in your company, but first they want to know how you will solve their immediate problem. Complicated writing embraces adjectives like “state-of-the-art” and “precisely engineered” without ever giving specifics. It goes on and on about the company’s unique products and features, its outstanding customer services and innovative founders, without ever answering the universal customer question, “What’s in it for me?”
Complicated writing is mired in jargon and acronyms. How could anyone participate in “a proactive customer engagement communication activation process (CECAP)”? But it is definitely possible for customers to understand that you “appreciate their comments”–if that’s what you mean–in direct, everyday language.
Complicated writing leaves a company with nothing to boast about except its vocabulary and its ability to generate jargon and acronyms at a moment’s notice. Clear writing, on the other hand, builds relationships with customers.
For clear writing that is accurate, concise and passionate–for writing that makes even the most complicated content approachable–please contact TWP Marketing & Technical Communications.