"Fair fa' your honest, sonsie face,
Great chieftain o' the puddin-race!
Aboon them a' ye tak your place,
Painch, tripe, or thairm:
Weel are ye wordy of a grace
As lang's my arm."
It's the first verse of Robert Burns 'Address to a Haggis' and unless you're Scottish, it might as well be written in martian.
Do you speak to your target audience in a language they understand?
I've been reviewing a number of small business websites recently and there's a lot of over hyped business speak out there. Everyone is 'results focused', 'world leading' and 'delivering exceptional value' in the 'fast paced environment'. Some are 'engaged in intersecting the world of traditional media with social media'. Which means what exactly?
Think about how you would describe your product/service if you were having a conversation, then look at the language used to do the same job on your website, powerpoint presentation and sales materials. Have you flipped into business speak just because it's in print?
In our modern world you can write as you would speak. Craft communications to be understood by your target audience and don't be afraid to let a little personality shine through.
Enjoy your haggis!
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