Sometimes when I read promotional copy in a brochure on or a Web site, I say to myself, “What the heck is this business all about, anyway?” If you’re trying to educate a potential customer about your product or service, it’s a good idea to avoid big words, industry jargon, or market-y language that doesn’t really make clear sense. Just be yourself and use a friendly, conversational tone.
Instead of saying this:
“Our innovative approach combined with operational flexibility has fostered customer-oriented service and state-of-the-art product offerings unmatched in the home construction industry.”
“We build customized kitchens for homeowners based on their particular needs, and we can do the same for you.”
Honest, simple, and to the point.
So, leave out the gobbledygook, okay?
Nancy Simonds, copy writer