Following on from my previous post about simplicity and clarity in writing, I often come across websites that try to baffle the reader with jargon and buzzwords. Consider this example (I’ve disguised the name of the company to protect the innocent!):-
We deliver business excellence.
ExampleCo connects ideas, insight and commercial innovation to provide brand clients, partners and business with strategic thought leadership solutions across all disciplines in sports and entertainment.
Vision, innovation and agility.
ExampleCo works in partnership with clients delivering business optimisation, innovation and strategic engagement solutions. Our experience, agility and vision enables us to make a difference to clients business in the present and future.
That example is from one section of the website. The rest of the site is similar. I read through the entire site and I am still no wiser about what the company does. And, quite frankly, I don’t have the time or the patience to try and figure it out. There is no excuse for writing garbage like this. I think it shows a level of arrogance that simply drives me away.
The lesson here is to avoid the buzzwords, jargon and management speak. In other words avoid the bull****.
If you want to check your own website for bull**** try the Bla Bla Meter. It checks the text you give it and rates it on a scale of 0 to 1, where 1 is serious bull****.
Incidentally it gives the above example a score of 2.37 and comments “Congratulations, you managed to blow up our index scale from 0 to 1. It is highly unlikely that you will impress anybody else, but you did manage to impress us!”
It’s all a bit of fun but there is a serious message behind it.