Business owners should beware of the “disease of corporatese” when writing marketing copy, an expert has warned. The term refers to the use of overly complex language that can alienate customers and make it difficult for them to understand what a company is trying to sell them.
In a new article, marketing consultant John Legere offers advice on how business owners can avoid this trap and write copy that is clear and easy to understand.
What is corporatese? And why you should avoid
Corporatese is the language of business, and it is often characterized by being dry, technical, and overly formal. Although, this may be appropriate in several contexts, it can quickly turn off potential customers when used in marketing copy. After all, people want to buy products and services from businesses that sound friendly and approachable, not cold and distant.
Furthermore, using plain language in your marketing materials can help to ensure that your message is clear and easy to understand. If your customers can’t figure out what you’re trying to say, they’re unlikely to do business with you. So, if you’re looking to connect with your customers on a deeper level, ditch the corporatese and opt for a more human tone in your marketing copy.
How can you write a copy that is clear and easy to understand for your customers?
Many businesses struggle with how to communicate effectively with their customers. They want to convey the right message, but they also don’t want to sound too “sales-y.” The answer is to strike a balance between being transparent and being concise. When writing copy for your website or other marketing materials, always keep your audience in mind.
Apply language that is easy to understand and free of jargon. When possible, use active voice instead of passive voice. Most importantly, make sure that your message is clear. Your customers should understand what you’re saying without having to read it multiple times. You can ensure that your copy is clear and compelling by following these tips.
Examples of good and bad marketing copywriting
Good marketing copywriting is essential to the success of any business. If you can’t sell your product or service, you won’t make any money. The best marketing copy is clear, concise, and persuasive. It speaks to the customer’s needs and provides a compelling argument for why they should buy what you’re selling.
On the other hand, lousy marketing copy is confusing, wordy, and full of empty promises. It fails to address the customer’s needs and doesn’t provide an excellent reason to buy. As a result, lousy marketing copy can do more harm than good. So, if you want your business to succeed, be sure to invest in good marketing data.