One of the things I learned back in journalism school was that you get paid as much for a short word as a long one. I wish a lot of companies could pick up the same lesson.

When the copy on your web site is impenetrable and when your proposals and contracts are filled with incomprehensible business jargon, it doesn’t impress anyone. It’s simply an updated version of the Emperor’s New Clothes – the Marketing Manager’s New Words.

Sure, if you’re talking to niche audiences, then you can use industry jargon. But most of the time you’re not, and ‘use’ will earn you the same dollar that ‘leverage’ will.

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