Jargon in this case means terminology that is particular to your industry. So jargon is any kind of language that might not be understood by your reader.

But, to be honest, when I think of jargon I’m really thinking of something much worse: management speak. Things like:

• going forward
• deliverables
• paradigm
• eventualities
• synergies
• incentivise.

These are awful, evil words that you should only use if you want to obscure your meaning and sound pompous. Copywriting is about communicating. You can’t communicate if you hide behind indecipherable language and strange words that don’t really mean anything.

Always consider your writing from your reader’s point of view. Will they know what “offshoring” is?

(Picture courtesy of Raspberry Tart)

Autobiographies are fine for the famous, but for everyone else it’s probably best to cut yourself out of your copy. So if your copy begins anything remotely like:

“We at Jazzclapper Bargain Drains are the best drain supplier in the world. We offer three hundred kinds of cast-iron drain and we are renowned world-wide for our hyper-efficient supply-chain system. We offer sterling service and…”

This copy is full of “we”. The reader, or potential drain buyer, might be feeling a bit left out. If the copy was more like:

“Are you looking for a comprehensive range of cast-iron drains? Call Jazzclapper Bargain Drains today to see if we have the drain you need. If you happen to need a drain that we don’t have, our unique stock system means we can find it for you in a matter of days.”

This version of the copy puts the reader, rather than Jazzclapper, at the centre of the copy. Naturally, your customers are really interested in their own needs, wants and desires, so make sure you put them centre-stage.

(Picture courtesy of ANVRecife )

I’m going to be posting a series of copywriting tips that should help anyone who writes copy. These are simple tips that aim to make your copy more readable, more persuasive and more effective at selling. I’ll publish one a week, so check back regularly for more free advice in the coming weeks, or plug yourself in to my RSS feed.

So here’s the first of ten:

Get Feedback

Ask someone to confirm that your copy makes sense. Does it make them want to buy? Do they understand what you’re selling? Can they spot any spelling mistakes?

While it’s a great idea to ask for feedback, be careful that you don’t end up writing copy by committee. Five people might have five opinions on your copy, but they probably aren’t all right. If you’ve done some research into what makes effective copy, then you’ll be able to decide which opinions are worth heeding, and which aren’t.

It’s a good idea to ask someone to review your copy who is “naïve”. By that I mean someone with no prior specialist knowledge of the product or service being offered – someone who represents the target audience for your copy. A naïve reader will provide a tough test for your copy, and if anything is unclear or poorly explained, you’ll find out.

Listening to criticism can be difficult, but stick with it and your writer’s skin will soon toughen into a thick hide, and you’ll find constructive feedback nothing but useful and interesting.

(Picture courtesy of Mixed Species)