Practice simplicity in your articles and marketing materials

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Keep your audience in mind when writing articles, blog entries and other social content.

Every profession has own language and jargon – a collection of terms that are used predominantly only by those within the industry. Some industries have more (and more obscure) jargon than others, and attorneys are one group of professionals who have acquired a reputation for being some of the worst offenders.

It is easy to succumb to the idea that using big words will make you appear smarter and therefore impress your audience into respecting your expertise. People of every industry fall into this trap, including marketers who continue to throw around maddeningly overused terms like “ROI” and “core competency.” These are often false gurus (another marketing buzzword) who are merely using words that sound impressive to hide a lack of experience or deeper understanding. People who really know what they are doing can explain a concept in layman’s terms and are able to adjust their tone and language in accordance with the audience to whom they are speaking.

Robert Kurlwich posted an article on his science blog at npr.org this week that every professional can take to heart. Using an illustration created by web comic illustrator, Randall Munroe, Kurlwich points out that sometimes uber-simplified language is the clearest and easiest to understand. He also argues that journalists should practice such super-simplification as a writing exercise on a regular basis. Attorneys who wish to be able to communicate more effectively with potential clients can do the same.

Munroe has illustrated and described the Saturn V Rocket using only the “ten hundred” most frequently used words in the English language. (The words, “thousand,” “frequently” and “rocket” do not make the cut.) The illustration is insanely simple. Rocket becomes “up goer” and the cockpit a “people box.” But pretty much anyone, after reading through the whole diagram, will know exactly what each part of the rocket does, and perhaps in a way that they did not previously understand. .. CONTINUE READING

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Published In: Firm Marketing Updates, Professional Practice Updates

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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