I have always prided myself on being able to break down other people’s services into a language that lay people understand.
I find many specialists find it hard to differentiate between commonly understood terms and industry jargon.
If you’re target market is the general public, speaking in jargon can alienate them. So it’s important to ensure people understand your services.
Are you Writing Jargon?
To ensure I am not falling into the trap of using industry lingo, I often show my own marketing material to people before rolling it out. This time I decided my dad would be the perfect person.
He’s in his 60’s, owns a few businesses in Perth and just figured out how to text message. A few years ago, I showed him how to do Internet banking. It turned his life around!
What I’m trying to say is that he’s a computer illiterate, business savvy guy – just the type of person who may need regular writing services.
What my Dad Said
I was surprised to discover that some key terms in my marketing material were lost on my dad. To my horror, I realised this meant they would be lost on a high proportion of my audience.
Firstly, he didn’t know what copywriting was. When he mentioned this, my husband agreed that he didn’t know either.
“But I’m a copywriter!” I exclaimed.
“I write copy!”
Then I realised it. I had fallen into the trap of many business owners. I was caught up in my own lingo.
Here are a few more terms I had to explain to dad. I hope they are helpful to you too!
Web Writing Terms you Need to Know
Someone who writes advertisements or marketing material.
The act of writing text (AKA copy) for marketing purposes.
A web page featuring articles published on a regular basis. (Usually on a single subject matter or theme.)
A newsletter emailed to subscribers on a regular basis. An eNewsletter usually focus on a single topic. For example, your services.
When it comes to eNewsletters, a campaign refers to a batch of newsletters sent to a specific target market.
SEO stands for Search Engine Optimisation. It is the process of manipulating a website so that it is more likely to rank highly for a key term that is relevant to your business… (Read more.)
If you’d like any other terms explained, please email me.
Sarah and the Verbites. x