Oh jeez, not another flexible, scalable, groundbreaking, industry-standard, cutting-edge product from a market-leading, well positioned company!

How many times have you came across these in web sites or press releases? I guess it's a common sight especially when you are reading some product or company write-ups.

Let's have some fun here. I just did a quick search on local IT companies and I think these deserve to be in the shortlist of Malaysia's Gobbledygook Award. Drum roll...







Not to forget this, the front-runner to the award.

Write for your buyers

Is it that the writers do not understand how their products can solve their customer's problems?

Please, write for one or more of the buyers that you intend to reach. Write in plain-language instead of "industry jargons" so that your buyers can understand how your products can solve their problem. As simple as that.