Big words do not charm

February 6, 2007 in Advertising + Marketing, Culture 'n' Commerce

They don’t. Really. I am sick of reading on the About Us section of most new companies words like, "We provide…solutions..integrated… ignite your brand….revolutionary…embracing…platforms.. etc etc"

No. You do not do that to poor unassuming visitors who are just on your website to learn more about you or to understand what it is you really do. All that ’slapped to impressed’ jargon only ends up confusing highly ordinary folks like me who do not care if you are revolutionary or not. (because frankly if you were, you wouldn’t try so hard to impress your visitors)

I especially detest it when new companies have short abbreviated terms for their supposedly-groundbreaking solution-oriented systems, or whatever the heck that is. Why not use plain, simple, layman’s english to convey what it is that you exactly do?

I’ve helped many friends write copy for their websites or brochures – but my explanation that people want simplicity and not difficult, intelligent-sounding words has fallen on deaf ears. "It looks professional," is the repsonse I always end up getting.

Ofcourse. Time-tested formulas that have somehow become the norm are now lumped into the professional category. What is professional, in my opinion, is you making it easy for your potential customer to understand what you do, what you offer.

For example, if you are a marketing company- My only interest is in knowing that your methods will increase my sales. I do not care about the copyrighted, patented formula or your solution-oriented ideology. It hurts my head to read information that takes the highway instead of the shortcut to doing it’s job.

This approach of simplicity works best with the recent flux of internet sites in the social media area that have created a major traffic jam on the internet. Cool technologies are awesome, but when it takes you more than 3 lines to explain what it is, there is something inherently wrong with either your technology or your portrayal of it.

I’d love to give you examples but if you read my blog, you already have come across such websites and are nodding your head in approval as you read this.

Smart Tip of the Day # If you are starting your own company or a website or anything else — keep your copy succint, short and simple. Instill humor, when you can or atleast warmth. Everyone knows robots don’t write.