This is the introduction to an article I first published on Medium.
Copywriters — including me — prize the value of conversational copy, clarity of message and engaging our readers. We raise our hands in horror at examples of corporate gibberish. We encourage people to cut jargon from their copy. We praise informality.
But I think we’re sometimes wrong. I think things aren’t as black and white as we make out. I think there’s a place for corporate gibberish, for jargon and for formality.
However, I’m not trying to pick a fight with anyone (as an inveterate conflict-avoider, the thought brings me out in a cold sweat). So let’s just say I’m putting forward some food for thought.
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