If you use long, fancy words that ‘sound good’ (cough) in your copy, I’m going to assume one of three things:
- You’re not sure what you want to say.
- You don’t have anything to say.
- You’re trying to mask your meaning and CANNOT BE TRUSTED.
Whichever way you look at it: not good.
If you fall into category 1 or 2 and can feel yourself padding out your words with fluff because you’re not sure what to say, but think you should say something — and something impressive at that — just stop it.
Don’t talk about verticals, synergy, incentivising (COME ON, THAT’S NOT EVEN A REAL WORD), or any other fancy word you’ve heard buzzing around — because what you’re actually saying is, ‘I’m too lazy to put any thought into my business’.
And that’s not a very encouraging message for your customers to hear.
Instead, think hard about the message you’re trying to communicate. How can you help your customers? What do people want from you? Channel those thoughts and pin it down. Seriously. You should be screwing up your eyes and pounding your fists on your desk until you’ve got it.
All of a sudden, BLAM. You’ll figure it out. Then use nice, simple words to say what needs saying. Because those fancypants words aren’t impressing anybody.
And if you fall under category 3, well — I probably can’t help you. Unless you’re open to the possibility of ditching your deceiving ways and using an honest approach to form real bonds with your customers. Then we can talk.