Too many marketers suffer from "the curse of knowledge." We know so much about our products and services that we speak in a language all our own. We know what we're talking about, but does anyone else?
Jargon. Buzz words. Marketing speak. Weasel words. No matter what you call them, these words and phrases can get in the way of communication.
I just viewed a television commercial for a loan company that used the term "re-fi." Now, many (or even most) people may know that re-fi means refinance. But does everybody? There are times when you trim copy in order to cut time out of a script, but the difference between "refi" and "refinance" is one syllable. Hardly worth the trouble to cut.
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