"Through our organisational changes we'll strategically transition towards a more customer centric approach. Going forward, by leveraging KPIs this paradigm shift will cultivate a results orientated environment cultivating workable growth strategies."
How quickly did you switch off?
Did you have any idea what it was going on about?
Sadly, this kind of thing is all too common on the web. Way too many companies are resorting to this kind of marketing-speak, corporate jargon, or whatever else you care to call it, when 'talking' to their readers.
As far as I'm concerned it should be outlawed.
All it does is use a lot of incomprehensible words to say nothing, all because apparently it sounds impressive.
Take it from me, it doesn't.
The general census in the corporate world seems to be that it:
- Sounds impressive
- Is necessary in order to do business
- Their clients expect them to talk that way
What writing like that actually does is show the reader that you really have no idea what you're talking about.
Why does it happen?
Because it's the lingua franca of the corporate boardroom and is so ingrained it seems natural, even though to everyone else its complete nonsense.
So what happens if you run a small business selling to corporates?
Be different
Numerous clients have tried to convince me over the years that their customers expect them to write in this incomprehensible style and they won't be taken seriously if they don't.
Really? I don't think so.
Even if you're selling business to business you have to convince a human being that your company will provide them with what they need to solve their problem and make their life better. And to do that, they want to read it in plain English.
So don't tell them permanent recruitment is your core competency; tell them you know a lot about permanent recruitment.
Don't start a dialogue with them; talk to them.
Don't tell them how you utilise your resources; show them how you use them.
Don't tell them you have multiple strengths you can leverage; tell them you have lots of great resources that will help them.
Above all show them how you're going to make their life better clearly, simply and succinctly.
Keep it simple
When it comes to language, keeping it simple and conversational will win every time.
By showing empathy and how you're going to make their life better will be understood no matter how educated your reader is or how high up the ladder they are in their organisation.
They just want to know you understand their problem and have the solution to make it go away.
No comments:
Post a Comment