in Copywriting, Creative

Technical Difficulties

Sometimes, technical jargon creates more problems than it solves. Marketing is no exception (for example, anything that describes people – and your customers, at that – as “users” is already in trouble from the get-go).

And the thing about technical jargon is its tendency to make simple things more complicated than they need to be. Maybe it’s because some of the things it describes often seem very new (but are actually very old) that it’s hard to find words for them.

Whatever the reason, we don’t actually need big-sounding words and thousand-page manuals to do most of these things. A few brief sentences “and off we go” will generally do the trick.

Otherwise, things can easily get confused.

When we think of “search-engine optimisation” more as giving a search engine some words to find our Web page with – it starts to make a lot more sense.

When we remember “users” are readers, viewers, and listeners – and people – it’s easier to think about what they might want: Bigger, easier-to-read text, for example. Useful links, handy clickable buttons – and so on.

By dispensing with abstract and confusing technical jargon, it’s easier to just get on with writing, designing, or doing whatever it is we do. And doing it far better and more creatively.

Well, it’s a theory, anyway …

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