I Hate “Corpspeak” in Website Copy

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.

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