Are you speaking the same language as your customers? We don’t mean Parlez-Vous Français, though at Editing Edge we are indeed fluent in French … What we mean is remember that not everyone reading your website, brochure or blog will be an expert in your field.
So avoid acronyms. When you write ROI, do you mean return on Investment while your audience is thinking Republic of Ireland?
Are you too bound up in jargon to make sense? One of the lessons of the worldwide economic crisis is the need for plain speaking, according to risk management specialist David Hillson. Apparently the ‘experts’ did see it coming, but their warnings were couched in impenetrable lingo – such as ‘the Monte Carlo simulation’ – so senior managers ignored them.
We’re delighted to be working with the Risk Doctor, editing his new book. We’ll aim to make it a model of clarity.