Write Like You're Not an Expert

“The open source platform generates a substantial overarching aegis that mitigates the potentiality of your J.B.A. becoming saturated.”  (Don’t worry, I have no idea what that means either, and I’m the one who wrote it.)

Ever wonder why designers, computer software engineers, and industry experts do not write instruction manuals. It’s because they would end up crafting sentences like the one above – Filled with jargon, acronyms and technobabble.

There’s a reason why companies turn to copywriters to create their marketing collateral and content for their websites. It’s because they know just enough to stay out of trouble.  Instead of filling the copy with confusing and hard to understand industry jargon, good copywriters explain the benefits of a product or service in their own words. Sure they may throw in an acronym or two for good measure, but for the most part, the content is concise and written for a wide audience.   They are not experts and they do not try to be.

Ask the New Guy For Help

Yes, the idea of writing for a wide audience is much easier said than done. At times, it is impossible to separate yourself from the acronyms, technical language and industry jargon. If you become too immersed in the product or service, attempting to explain the benefits in layman’s terms can become an exercise in futility.

When this happens, the solution is surprisingly easy. If you find that the descriptions of your company’s products or services are filled with techno-speak, it might be time to ask the “new guy” for help.  By asking someone who is not fully immersed in the culture or committed to a product, you’ll get a response that is not clouded by all your company’s lingo and industry speak.

Ask new sales people, customers, or administrative users to put the benefits of your services into their own words.  In short, ask anyone who is not an “expert.”  When a person is not bound by the constraints of the “industry language,” it’s amazing at how straightforward the responses are.

Try this out for yourself. The next time you are explaining the benefits of your product or service, whether it is for an internet marketing campaign or for a sales pitch, make an attempt to filter out the jargon and technobabble. You might just be surprised at how responsive your audience becomes.


About Robert Hosler

Rob is a Senior SEO Strategist at Fathom. Holding a Bachelor’s degree in English from Kent State and with more than seven years of direct SEO experience, Rob prides himself on pairing his knowledge of SEO with creative solutions to help clients always remain one step ahead of the everchanging search engine algorithms. Rob has worked for Fathom since 2011, and over those years he has taken great pride in helping a wide range of client grow their digital footprint. When he’s not heads down in SEO strategy, Rob is an avid reader who enjoys spending time with his wife and two kids.

Leave a Reply