• Sarah

When the rubber meets the road

What does that even mean?


I can only guess.


I've read a few articles in a trade magazine recently where it keeps popping up. I'm sure the writer had a valid point to make - but I shouldn't have to guess at what it is.


Ridiculous isn't? As a reader, you shouldn't be made to work to understand the message the writer is conveying.


I read another article talking about the use of jargon and acronyms.


It pasted a sentence used in another article. It contained four acronyms in just one sentence. It was as though the reader was supposed to know what was being said.


When running a business, or when operating in a particular industry, it's likely you will use acronyms and certain phrases to converse with colleagues. It makes sense because you're all speaking the same language. But when you're conversing with customers or prospects, don't.


They either won't understand what you are going on about, or they will assume you're trying to sound clever by making them appear stupid.


Keep things simple.


Use words your customers will understand.


Converse in plain English.


And guess what, you'll achieve have better conversations, more often.


Consider this tip as much for your written communications as for your verbal.


Keep language simple.


Best, Sarah

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