Use simple, clear language
David Rosam on Jul 04 2008 at 3:47 pm | Filed under: Good Copywriting
I’m sitting here looking at some client copy. It grates. It grates a lot.
The reason? It uses a kind of overblown, wordy marketing speak which gets in the way. It’s using language like this:
…using the built-in chocolate-making capabilities included with every mega purple widgit
Do you really need the word ‘capabilities’? Try reading it without:
…using the built-in chocolate-making included with every mega purple widgit
I think it’s better without. It also punctures the corporate grandiosity that lurks heavily in the background of such a writing style.
If you’re bothered by seeing ‘chocolate-making’ as a verb, how about this?:
…using the built-in chocolate maker included with every mega purple widgit
Be concise, simple and clear. Your customers will reward you for it.
Simple, concise language makes copy sooooo much pleasanter to read. It’s so essential to cut through the meaningless organizational jargon. Words/phrases I hope to never see again “leading edge solutions”, “best of breed”, “push the envelope” (that’s an act of rebellion if I ever saw one..) and “core competencies.”
Nice post!
Cheers,
Charlotte