Have you ever found yourself wondering what a person actually does? When the words they used to tell you what their job is mean absolutely nothing to you?
As a copywriter I am often called in to handle external and internal corporate communications. I always start with understanding everything I can about the business, the industry and the clients. The strategic communication department is a good start.
“I’m a project lead.” (What happened to the last two letters of the word leader I always wonder? Do the printers who print the business cards charge by the letter?)
“How interesting. What kind of projects do you lead?”
“I’m strategic communications lead on special projects for this organisation. We help businesses market themselves efficiently by fostering product development and differentiation.”
“Fascinating. Do you enjoy what you do?”
“Of course. I provide partners and stakeholders with strategically aligned insights and tools to help increase their ROI.”
Which is when I use my fail-safe, “Forgive my ignorance. How about you describe an average day in your working week to me as if I were in kindergarten?”
Turns out I’m not as stupid as I look. No wait, scratch that. Turns out I’m not as stupid as I feel.
According to an article by John Horwitz in Quartz, “In an effort to either sound smart and attract investors, or to simply dress up an otherwise boring product, businesses that rely too much on jargon end up alienating the users they want to attract.”*
Jargon is alive and well. “Disruption.” “Framework.” “Optimisation.” “End-User.” “Platforms.” “Synergy.”
These words sound technical and informed. But they mean nothing, and they make it difficult for ordinary people to understand what a company, or a person actually does*.
If you’re tired of jargon and want an authentic copywriter to help you find your company’s voice, Cross Copywriting + Creative is the place for you.
*Extracts from an article by Josh Horwitz entitled: Startups can’t explain what they do because they’re addicted to meaningless jargon. Quartz, June 2nd 2016.