Is poor written content losing you business? Local copywriting duo The Word Sanctum tell us how to avoid those wordy pitfalls.
Albert Einstein once said: ‘If you can’t explain it simply, you don’t understand it well enough.’ Not only a genius physicist, he had the art of communication nailed too. This quote captures in a nutshell what businesses need to understand when writing about their products and services.
How many times have you, as a consumer, lost interest in the product or service on offer because of long-winded jargon or uninspiring waffle? Or waived the small print, skipped the set-up instructions or signed blindly on documents, not really understanding what you’ve put your name to?
It’s a common mistake for companies to write convoluted sentences using jargon and important-sounding words. It’s true they may be experts in their field, but here’s the problem: if the reader is struggling to follow the narrative, they’ll lose interest and move on to something that’s easier to comprehend and engage with. And that could mean a lost sale or client.
Lose the jargon
It’s easy for companies to write jargon because they’re experts in the subject they’re writing about, so of course it makes sense to them. But unless they are addressing other experts in the field, jargon, acronyms and convoluted phrases will just leave readers confused, frustrated and unclear what the message is.
If you’re a small business owner with copy to write for your website, sales email or newsletter, remember the four basic premises of writing before you hit the keyboard: CLARITY, BREVITY, SIMPLICITY and HUMANITY. Use simple, straightforward language and keep it concise. Cut out the jargon and stick to a tone that’s conversational – you’ll break down barriers, engage your audience and hold their interest (hopefully long enough for them to say ‘yes’ to what you’re offering!). Simple eh?
Bonus tip: trust us, it’s always a good idea to read aloud what you’ve written before you click send/publish. If it sounds wrong, it probably is!
Compiled by The Word Sanctum,
Copywriters for small businesses.