News: Telephone and Writing Skills

Jargon on websites 'highlights importance of writing skills training'

27 February 2009

An expert asserts that the use of jargon by companies who engage in online retail could be losing them customers, highlighting the importance of writing skills training.

Steve Simmonds, business manager at Design UK, claims businesses who do not tailor the copy on their websites for consumers could be reducing accessibility.

Making his comments at the Technology for Marketing and Advertising conference, he suggests language can be a barrier which obstructs sales.

He uses businesses that use in-house categorisation to refer to their products as an example of the importance of writing skills training.

Mr Simmonds suggests these firms expect their customers to understand the businesses' terminology and do not adapt it to help the consumer make their purchase.

"[They] expect people to be able to find the product and they can't," he states.

Earlier this month, David Gruttadaurio, a print newsletter marketing expert, told Sales and Marketing magazine that companies should tailor promotional content to its audience.

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