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[DD] Jargon in your copywriting: 2 of 4 reasons it's a GOOD thing!
From
copywritematters.com
Email Address
belinda@copywritematters.com
Sent On
Mon, Feb 22, 2021 03:25 PM
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One of the big rules of copywriting is to ditch complicated language. When you use simpler words, yo
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One of the big rules of copywriting is to ditch complicated language. When you use simpler words, your copywriting becomes more readable and that increases your chances of it being effective. It makes sense, doesnât it? While this is a great rule most of the time, there are some exceptions. There are moments when jargon will actually enhance your copywriting. Say, Whaaaaat? Let me explain. The Oxford Dictionary defines jargon as: Noun [mass noun] special words or expressions used by a profession or group that are difficult for others to understand. Some of the reasons you may want to stop making things easy for people are: You are writing to exclude people That's right. Yesterday, I told you about geishas and their secret language. You need to know it (as well as jump a lot of other hurdles) if you want to meet with a geisha. As a copywriter, creating barriers to our message is usually the exact opposite of what we want to achieve but jargon can help you gain some currency with an in-crowd. Readers can feel smug knowing they have clever trousers on and they get it, unlike other readers. The language might be slang or highbrow language but (when used with caution) it can help you narrow the field of your audience and create some exclusivity. You want to create a sense of enhanced value Value is in the mind of the beholder and you can make the ordinary seem extraordinary with a little bit of wordplay. Seriously, which would you prefer? A certified, pre-owned car or a used car? A grande latte or a medium coffee? To learn to write a lede or an introduction? You need to be careful that you arenât inflating your copy just for the hell of it (or because a client thinks it makes them sound important) because then youâre just writing fluff and all the other copywriters will laugh at you. Tomorrow, I'm going to share two more situations when using jargon in your copy is a good idea. Until then, consider your choice of words. Belinda Improve your copy skills and confidence with training and support (and have a giggle with other word nerds) in my free Facebook group: For The Love Of Copy. [Request to join here](=).=== Hey, if you want to tap out of the Daily Draft emails (but nothing else), [hit this link](. No hard feelings. If you want out of everything >> [Unsubscribe]( Where am I? A suburban street , Outside of San Francisco, California 95050
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