Die, Jargon, Die!

When you find yourself in a conversation and someone squinches their eyebrows in confusion - chances are, you've uttered some jargon. For years I've been telling clients that jargon is a surefire way to confuse the heck out of your customers. I think recently I've been spending too much time among creatives in the marketing world and I forget that people don't understand the definitions of industry terms. I need to start heeding my own advice, because recently I've seen a lot of squinching when I describe what I do.

People outside the marketing/writing world simply don't understand what "copy" is. Needless to say, when I mention I'm a "copywriter" most people hear "copyrighter" and think my services have more in common with a trademark attorney than a writer.

So, here are some ideas to replace the jargon that has creeped into my vocabulary.

Old New

Copy Words

Copywriter Writer

Branding Corporate Image

Spin/Hook Theme

Have any other copywriters run across this issue? If so, I'd love to learn how you explain what you "do" for a living to those living inside the box.

Related Links

Double-Tongued Dictionary - A lexicon of fringe English

You Write What You Read

Good Jargon and Bad Jargon