“We help disruptive startups pivot their offering and maximise their growth potential by leveraging their social graph and the power of big data.”
“What does that even mean?” you may be muttering to yourself as you read this. Perhaps, you’ve even thrown up in your mouth a little (I know I did, and I came up with that thing myself).
As a copywriter, jargon is probably the bane of your existence. A dirty word, even. So you confine it to the deepest, darkest recesses of your writing toolbox, vowing to never use it unless you’re desperate.
But let’s take the emotion out of it for a second and try to be objective.
Is jargon really all that bad? Or is it more likely that it’s misunderstood and, all too often, misused?
Personally, I’d argue for the second option. I don’t think jargon is necessarily bad. Or the province of the pretentious and the hacks. On the contrary, I think it can one of the most powerful tools in the copywriter’s arsenal.
Provided, of course, that you use it the right way.