One of the things that really gets on my tits is when I see communication using language designed to basically alienate the masses rather than attract them.
Acronyms … buzzwords … it’s like they’ve forgotten what communication is designed to do.
OK … OK … so there’s a school of thought that if you use language that represents the industry you’re talking to, you will resonate with them more deeply than if you used ‘normal’ language, however to that I say bullshit.
People who run billion dollar companies are still human.
People who develop technology are still human.
Accountants are [allegedly] still human.
Dustmen are still human.
I get that brands might want to make their specific audience feel special … more important … unique … but using language that basically makes them look like a bunch of cocks to everyone else who sees the stuff is hardly achieving their goal.
Have a look at this …
What the fuck does ‘The Limitless Power of Synergy’ mean?
What are they synergising? Why is it limitless? And who the hell is PTT in the first place?
Seriously, that line is even more bollocks than that ad and that is saying something.
OK, so they’re a company with lots of different divisions that all work together – why can’t they say that?
Synergy is one of those words that basically highlights you’re a cock. Like saying vitality. What the fuck does vitality actually mean?
I remember sitting in a Unilever meeting and asking what ‘efficacy’ meant – a word they were throwing around like it was confetti.
Of course they looked at me like I was mad, however when I pointed out that the average punter who buys their deodorant doesn’t talk like that and all they’re doing is letting their ego and need for self importance cloud their communication judgement, they accepted I might have a bit of a point.
How can an industry that claims to know how to inspire and attract the masses end up putting forward language that does anything but?
Of course we all know – because they core goal is to keep the CEO happy rather than the masses – but the skill we have is understanding how people think, believe and do and every time one of these corporate piles of bollocks gets produced, we’re demonstrating we don’t really have a clue.
Apple get it.
Their penetration of the business market hasn’t required them to start using tech terms … or corporate speak.
They know the people they’re talking to don’t require ads with big, pointless management-speak headlines featuring people wearing ties to be attracted to them … they know these people are the same as you and I, people who react to clear, simple, meaningful messages and copy – so next time you’re evaluating copy, test it on your Mum or Dad and if they look confused, get out the pen and start writing it again – not because they’re stupid, but because they’re human.