7 Keys to Marketing Genius: Inward-Faced Jargon
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Many companies fall into the trap of inward-focused jargon. That’s why we see so many acronyms. They expect people to know, or want to figure out, what XYZ means. You may have noticed I used the acronym ROI above, but was sure to immediately explain the meaning. I hate to bruise corporate egos, but I have to tell them that most people don’t really care what their acronym means. Using terminology that makes sense to you but not to new potential customers in advertising is counterproductive. Marketing, and advertising in particular, is about communication. The more clear and simple message is better. Instead of trying to be cool, just try to be understood. If you can do it in a cool way, that’s even better, but cool without understanding is just a waste of money.