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.
Branding Corporate Image
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.