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No matter what industry you’re in you’ve no doubt got your own share of ‘industry speak’ that will mean little or nothing to your prospective customers. Confused customers means no sale.
So how do you get around this?
Plain-English
Simple, you put it all into plain English (or whatever language is appropriate to you).
Your prospective customers will understand what you’re talking about (and therefore be more likely to buy) and appreciate your ability to explain things efficiently and on their terms (and therefore be more likely to buy from you.)
Three ways to make your content easier to understand
- Start with the content itself: Go jargon busting! Get rid of the marketing speak. Explain everything as you would to a friend from outside your industry.
- Try a glossary: If you can’t eliminate all the jargon, or it would take up too much time/space to explain everything, set up a simple glossary to explain the terms in plain-English and links terms to that. You could even take it one step further and make the glossary a wiki and let your customers help out.
- Do something completely different: Keeping your customer in mind, perhaps you could do something totally different like the people at CommonCraft. Their plain-English video series explains complex ideas in, er, plain-English. Nicely topical, the US election is explained in the video at the bottom of this post. (Nod to Essential Keystrokes for the link).
What do you do to make your content or complex ideas easier to understand?
pic: thomasfrederick
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Hey, I think it is great you make the time to do these. They are very helpful. Hope you are having fun.
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