{"id":476753,"date":"2022-07-22T18:08:22","date_gmt":"2022-07-22T15:08:22","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/5-tips-for-writing-amazingly-jargon-free-product-copy\/"},"modified":"2022-07-22T18:08:22","modified_gmt":"2022-07-22T15:08:22","slug":"5-tips-for-writing-amazingly-jargon-free-product-copy","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/5-tips-for-writing-amazingly-jargon-free-product-copy\/","title":{"rendered":"#5 tips for writing amazingly jargon-free product copy"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a368c2add847\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a368c2add847\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/5-tips-for-writing-amazingly-jargon-free-product-copy\/#%E2%80%9C5_tips_for_writing_amazingly_jargon-free_product_copy%E2%80%9D\" >&#8220;5 tips for writing amazingly jargon-free product copy&#8221;<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/5-tips-for-writing-amazingly-jargon-free-product-copy\/#Psst%E2%80%A6\" >Psst&#8230;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/5-tips-for-writing-amazingly-jargon-free-product-copy\/#A_copywriters_definition_of_jargon\" >A copywriter\u2019s definition of jargon<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/5-tips-for-writing-amazingly-jargon-free-product-copy\/#How_to_write_memorable_jargon-free_copy\" >How to write memorable, jargon-free copy<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"%E2%80%9C5_tips_for_writing_amazingly_jargon-free_product_copy%E2%80%9D\"><\/span>&#8220;5 tips for writing amazingly jargon-free product copy&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<div id=\"article-main-content\">\n                            <em>This <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/builtin.com\/marketing\/jargon-technical-product-copy\">article<\/a> was originally published on <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/builtin.com\/\">Built In<\/a> by <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/builtin.com\/authors\/alexander-lewis\">Alexander Lewis<\/a>.\u00a0<\/em><\/p>\n<p>What is jargon, anyway? In a literal sense, jargon is simply a word or phrase that requires specialized knowledge for the reader to understand. For our purposes \u2014 which include helping people at technical companies write clearly about their offerings \u2014 that definition isn\u2019t practical. Most of us only think of the word \u201cjargon\u201d in a negative sense. It\u2019s something we\u2019re supposed to avoid in our writing at all costs.<\/p>\n<p>But that\u2019s not quite accurate. After all, good writing and technical writing are not antonyms. If the audience on your website has specialized knowledge, then there\u2019s nothing wrong with using some industry parlance to communicate your offering.<\/p>\n<div class=\"inarticle-wrapper growth-quarters channel-cta hs-embed-tnw\">\n<div id=\"hs-embed-tnw\" class=\"channel-cta-wrapper\">\n<div class=\"channel-cta-img\"><img class=\"js-lazy\" https:=\"\"\/><\/div>\n<p><noscript><img decoding=\"async\" src=\"https:\/\/thenextweb.com\/news\/src=\" https:=\"\"\/><\/noscript><\/p>\n<div class=\"channel-cta-input\">\n<h2 class=\"channel-cta-title\"><span class=\"ez-toc-section\" id=\"Psst%E2%80%A6\"><\/span>Psst&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"channel-cta-tagline\">Get a weekly dose of entrepreneurial insights from TNW&#8217;s founder Boris<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p>So where do we draw the line between jargon and necessary parlance?<\/p>\n<p>I believe what we\u2019re really trying to solve is how to write about a technical product in a way that sticks in the reader\u2019s mind. We want our copy to be memorable and clear, without being dumbed down. That\u2019s why in this article, I\u2019ll break down my own more practical definition of jargon and five tactics for how to find the right replacement words and phrases.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_copywriters_definition_of_jargon\"><\/span>A copywriter\u2019s definition of jargon<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When it comes to writing for a business, I find it helpful to define jargon as any business word or phrase that lacks a visual component to stick in the reader\u2019s head. Non-visual words are forgotten almost as soon as they\u2019re read because there\u2019s nothing visual, emotional, or otherwise sticky about them.<\/p>\n<p>Consider a phrase like \u201cbusiness solution.\u201d When used in a sentence (\u201cABC Corp. delivers best-in-class business solutions\u201d), you lose the reader. There\u2019s nothing about the phrase to cause it to stick in the reader\u2019s mind. Asking a reader to visualize a \u201cbusiness solution\u201d is like asking them to grab fog.<\/p>\n<p>Fortunately, there are several easy shortcuts you can use to find clearer, simpler, and \u201cstickier\u201d words.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_write_memorable_jargon-free_copy\"><\/span>How to write memorable, jargon-free copy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Tactic #1: Trade vague for visual<\/strong><\/p>\n<p>A lot of jargon is the result of speaking in <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ities instead of specifics. The carwash down the street isn\u2019t marketed as \u201ca water-based transformation solution for vehicles.\u201d The operation is called a carwash. It\u2019s the clearest, simplest, and most visual term for what is being offered.<\/p>\n<p>When you\u2019ve written a sentence about your product or company, do the visualization test. Look at each word in the sentence and determine if your words have a visual counterpart. As soon as you do this, words like \u201csynergy,\u201d \u201csolution,\u201d or \u201ctactical\u201d are the first to the chopping block.<\/p>\n<p><strong>Tactic #2: 1 point per sentence<\/strong><\/p>\n<p>Don\u2019t try to impress with long, comma-packed sentences. If you have multiple points to make, save each of them for their own sentence. It\u2019s easiest to remember the details of something we\u2019ve read when the finer details are broken down into individual sentences.<\/p>\n<p>Just think about it: Long sentences are often filled with extraneous detail, and they drag the reader on, and on, and on until they\u2019re just skimming your words, speed reading your copy, or skipping to the next section to avoid the long-winded mess before it exhausts them.<\/p>\n<p>Instead, slow down. Keep sentences short. Simple is more memorable.<\/p>\n<p><strong>Tactic #3: Write in an email, not a doc<\/strong><\/p>\n<p>Even for experienced writers, a blank document with a flashing cursor can be deeply intimidating. Word and Google Docs cause many of us to write like self-important professors, thinking only of lofty words instead of short, crisp ones.<\/p>\n<p>Just change your context. Start writing about your product in the body of an email or in a physical notebook. It may even help you to start with an introduction like \u201cDear Mom\u201d to help you take things less seriously. This practice gets you out of your own head. It puts your mind at ease, allowing you to write using a more conversational tone.<\/p>\n<p><strong>Tactic #4: Read reviews of your product<\/strong><\/p>\n<p>You know who almost never uses jargon when talking or writing about your products? Customers.<\/p>\n<p>If you\u2019re looking for inspiration for easy words and phrases to use in your copy, just read some online reviews. Better yet, get on the phone with one of your best customers.<\/p>\n<p>This is the first place I turn when starting a new website copywriting project. Customers have the best language for talking about your product because they\u2019ve never been influenced by all the technical specs, years of meticulous product development, and marketing-speak that you have.<\/p>\n<p>Reading customer language saves you time and nine times out of 10 will produce better copy than anything you\u2019d write on your own.<\/p>\n<p><strong>Tactic #5: <span style=\"background-color: rgba(46, 146, 255, 0.2);\">Answer \u2018What\u2019s in it for me?\u2019<\/span><\/strong><\/p>\n<p>One of the most common causes of jargon is simply writing about details your customers don\u2019t care about. This comes down to what many marketers call the difference between features and benefits. Features are specs. Benefits are how your features positively impact the customer.<\/p>\n<p>This is the famous iPod slogan, \u201c1,000 songs in your pocket,\u201d in action. While other music players were talking about gigabytes and storage, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">App<\/a>le cut to the chase. They named what mattered to their customers: being able to listen to all their favorite songs, wherever they go.<\/p>\n<p>So the next time you write a sentence or paragraph about your product, imagine your best customer could read that line. Would they get excited about what you just wrote? Or would they grimace and ask, \u201cWhat\u2019s in it for me?\u201d\n                        <\/p><\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/news\/5-tips-for-writing-amazingly-jargon-free-product-copy\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;5 tips for writing amazingly jargon-free product copy&#8221; This article was originally published on Built In by Alexander Lewis.\u00a0 What is jargon, anyway? In a literal sense, jargon is simply a word or phrase that requires specialized knowledge for the reader to understand. For our purposes \u2014 which include helping people at technical companies write&#8230;<\/p>\n","protected":false},"author":1,"featured_media":476754,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/growth-quarters?filter_last=1&fit=1280,640&url=https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/07\/Untitled-design-1-6.jpg&signature=ea13285af235057013939d908888f850","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-476753","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/476753","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=476753"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/476753\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/476754"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=476753"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=476753"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=476753"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}