R.I.P. JARGON

R.I.P. JARGON: Is corporate lingo and ‘alien speak’ killing off communication with your customers?

MY TOP 5 JARGON HIT LIST

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Acronyms: not the word acronym per se, but the use of acronyms in so much marketing and comms copy. LSE is the London School of Economics. It’s also the London Stock Exchange. In other parts of the world it’s god knows what. So don’t alienate your reader (aka (!) your customer or client) by not letting him or her into your secret club. Just spell it out. Don’t even get me started on abbreviations like COP, EOY, YTD, MOM. The amounts of times I’ve had to google what corporate acronyms mean is ludricrous – and FYI, it’s also a bit lazy.

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INSIDER INFO

INSIDER INFO:  5 tips for writing catchy website copy . . . (by a copywriter who’s just re-written her own).

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I write website copy for many clients. I stick to the rules and I get results. But, here’s a thing: when I started writing the copy for my own new website (thepowerofwords.co.uk ) I went a bit off-piste. I started breaking all the rules. I think I got rather over-excited and carried away. I started rambling, waffling, telling people information they didn’t need or want to know. I gave myself a slap and started again. So, here’s a reminder of the main dos and don’ts, while they’re fresh in my mind.

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MOVE OVER TPW MEDIA, THERE’S A NEW BUSINESS IN TOWN

WHAT’S IN A NAME . . . ?

I have always been TPW. My full name, Tessa Parry-Wingfield, is rather long-winded. It’s the antithesis of what I stand for as a copywriter. My mantra is: less is more. Be concise and succinct; ditch the waffle and get straight to the point.

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