Lingo Blingo, Stop already!

Print your homepage (or your brochure or your advertisement or anything else that has a lot of words on it). Now get out a highlighter and get to work. Highlight every acronym or industry/company specific word. How did you do? Your communications should speak effectively to somebody who knows nothing about your industry, business or company. Use plain English. Keep initial explanations simple and to the point. Spell out acronyms. Write headings and navigation to orient the reader. Keep a customer perspective. Lose the lingo, win a customer.