Tag: plain english
Corporate speak versus plain language
I was chatting with someone about insurance direct marketing the other day, lamenting the fact that most insurance offers are hideous exercises in jargon and corporate speak.
The person I was talking to wondered whether it was OK to use corporate-style language when marketing business-to-business, as opposed to business-to-consumer. I said no.
How come? Because people are human beings, even when they have their work heads on.
Whether we run multinational companies or spend our days reading ‘OK’ magazine and drowning in daytime telly, we invariably prefer clear, simple marketing communications that get the point across quickly and creatively without making a meal of it. With no jargon and no convoluted corporate speak.
It doesn’t matter who you’re talking to. Good communication is about clarity, simplicity and brevity… every time.
(Thanks to http://www.sxc.hu/profile/barunpatro for the royalty-free, fee-free image)
Copywriter throws down plain English gauntlet to insurance industry
My plain English insurance policy challenge
Late last week the BBC reported that the insurance industry is the worst for jargon. Some things don’t change. I worked in insurance direct marketing for many years and wore myself ragged trying to implement plain English to no avail. But I’ve always believed insurers would eventually bite the bullet and accept the fact that to gain consumer trust, they have to speak the same language.
Friday’s post about ‘likeonomics’ dovetails nicely here. With a strong marketing trend towards retro values, simpler messages, total honesty and admitting to flawed humanity, perhaps it’s high time one of the big five insurance blue chips took the plunge and put themselves at a serious competitive advantage.
It’s not often I get all excited about insurance. But I’m fizzing with it right now. If I still worked for an insurer I’d smell big profits in the making. I’d be biting the heels of underwriting, marketing and legal departments to force through honest, entertaining, intelligent, crystal clear, plain English communications. Right across the board. Starting with the policy wordings themselves.
I’ve always fancied re-writing an insurance policy from scratch in crystal clear language that ordinary mortals can understand without a dictionary, decades of business experience and a law Degree. It’d be good for policyholders, who could buy with confidence (if not enjoyment!) It’d be great for insurers, who currently send out piles of expensive printed gobbledegook in an attempt at transparency and clarity when a clear policy would do the trick. And, presumably, good news for industry regulators too, with fewer complaints from angry, confused policyholders.
I can’t resist. So here’s what I’m going to do. I’ve blocked out Friday next week to write a plain language travel insurance policy that holds its meaning without opening legal loopholes. I’ll put a link to it in this blog. And if anyone high enough up in insurance thinks it’s worth taking on, I’ll sell it to the highest bidder.
Translating copy to plain English – Examples
Plain English is wonderful stuff. It flows better. It sounds and feels nicer. It’s friendlier. And it’s more concise.
The bare bones of it? To cut the guff to the bone and take a positive slant. The ins and outs are a bit more inny and outy.
The Plain Language Commission has loads of good information about exactly how to do it. But here’s three examples so you can see plain English in action.
Before: New research has shown rehabilitative exercises work best for chronic or frequently recurring problems. Our Clinic employs evidence based protocols which have been shown to be very effective for improving muscular strength and spinal stability.
After: If your problem is long lasting or keeps coming back, exercise helps. Our proven techniques increase your muscle strength and improve the stability of your spine.
Before: Most health insurance schemes cover Chiropractic but individual policies vary. Check with your insurer before commencement of treatment, if applicable.
After: Most private health insurers include Chiropractic. But check first.
Before: The Clinic is centrally located in town, near to Smith Street and the Station. Bus Routes and Taxi ranks are close by. Car parking is metered.
After: We’re right in the town centre, near the station. There’s plenty of buses, taxi ranks and metered parking nearby.
Use common words for clear communication
There’s no point trying to be clever.
People don’t read websites. They skim them. So using unneccessarily long words is a mistake.
Always use clear, basic language and your visitors will get the message straight away. Here are some common examples:
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replace anticipate with expect
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forget complimentary, try free
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don’t say transportation, it’s a car
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remember that people don’t purchase things, they buy them
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replace occupation with job
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why use despondent at the expense of sad?
