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Avoid jargon in your marketing

Copywriters and content writers love words – it’s the nature of our business. But coming up with words that resonate with an audience is more than simply throwing a few sentences together.

I have come up with a classic example of why using big fancy words can be confusing for the person reading or hearing them.

Make sure people understand what you’re saying

This is a brief recall from my childhood:

According to urban legend, my big sister and a few of her friends were *occasionally* disruptive in class. Especially science (they were 13 or 14 and science … or the teacher … bored them).

One fine day, the science teacher was pushed to the brink of frustration. He gave each of them homework in the form of writing out the following line 100 times – without any spelling mistakes:

“I will not dissipate my competence by hebetudinous prodigality lest I subsequently lament an exiguous inadequacy.”


Jumping onto Google and using a synonym finder, this is a rough translation:

“I will not waste my skill by idle misuse in case I later regret a small flaw.”

There are two morals to this story:

  1. Don’t push your luck with a science teacher – you’ll probably come off second best.
  2. It makes sense to use clear and simple words when you want to get your message across.  

Write for your target audience

Write for the human. After all, these are the people who are your future clients and customers.

Reach out if you need help with your business writing.

Words are my business.