When you’re trying to convey a strong and persuasive message to customers, remember that a simple approach is best.
Simple, concrete language paints a much more vivid, compelling picture than jargon, management-speak or million-dollar words. So after you’ve completed your first draft of a document, read through it again and look for ways to simplify what you’re saying.
Consider this sentence:
“Our solutioning strategy is constructed upon our proprietary methodology and infrastructure.”
That’s a lot of big words for a message with very little meaning.
Each time you see a multisyllabic, corporatese-type word in something you’ve written, ask yourself what it’s supposed to mean. Then see if you can find a simpler, clearer way to express that meaning.
For example, in the sentence above, what is a “solutioning strategy”? Isn’t that just a needlessly complicated way to describe your company’s services? And isn’t “constructed” simply a long way to say “built on” or “based on”?
By distilling jargon-y words into their simplest meanings, you can transform dense, gobbledygook-filled sentences like the above example into something far more meaningful and easier to read, like:
“Our services are based on methods and technology we developed ourselves.”
Which version do you think your customers would rather read?