You all know what “corpseak” is. It’s pretty much any marketing materials that read like a lawyer wrote them. For some reason, people in corporations think they have to write this way. And even worse, small business people often have the bad habit of imitating this type of writing to make their firm sound “big.”
 

Big words versus how people actually speak

These people seem to forget that the people reading these materials are human beings, not corporations. Using big words doesn’t impress people and certainly doesn’t make them more inclined to buy your product or service.
 

Real speak versus corp speak

Letting them know you understand their problem and that you have a product or service that will help with their problem, that works.

Letting them know you are an effective solutions provider with an innovative cross-platform infrastructure designed to alleviate product cycle disruptions, leaves them scratching their heads. And visiting your competitor looking for real answers.

If I have to read one more page of copy with “solutions provider” on it, I’ll scream.

Bob McClain or WordsmithBob, has been a website copywriter in Minneapolis and St. Paul, Minnesota, since 2000. He has focused on developing new, more effective approaches to web writing, web content, web copywriting and Search Engine Optimization. Starting with a BA in Technical Communication and a minor in Creative Writing from Metro State University in St. Paul, McClain has worked diligently to end the use of "corp-speak" and "technospeak" online. His approach is to “humanize” the Web, using real information to guide people to buy rather than turning websites into advertisements that people can easily ignore. McClain is also the creator of Cheap SEO Website Marketing, a website devoted to helping people with the best solutions to DIY SEO at an affordable cost with tips and software reviews. More at Cheap SEO Website Marketing

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Originally posted 2007-08-01 17:03:22. Republished by Blog Post Promoter

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