in Copywriting, Creative

Technical Difficulties

Oftentimes, marketing is full of unlovely technical jargon (anything that describes people as “users”, for example, is already in trouble from the get-go) – most of it making simple things more complicated than they need to be.

Maybe it’s because some of the things it describes 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 inch-thick manuals to do most of these things. A few brief sentences and “off we go” will generally do the trick.

Otherwise, it can be easy to 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 consider what they might want. Bigger, easier-to-read text, for example. Useful links, handy clickable buttons – and so on.

Without all the abstract and confusing technical jargon, we 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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