The other day, I drove by a billboard with the words Trans-Radical Heart Catheterization in giant letters next to a picture of a doctor. There may have been a few other words on there, but I certainly didn’t catch them.
Now I don’t know about you, but I have no idea what trans-radical heart catheterization means. Obviously, it’s a procedure for the heart. But I can’t tell you what it fixes, or who it’s for, or why someone would need one.
Major advertising fail.
But it got me thinking about how often we, as makers, are guilty of the same thing.
To a non-craftsperson, some of our technical jargon sounds as foreign as trans-radical heart catheterization. Yet, in our desire to share how our products are made, we pepper our product descriptions, blogs, and marketing copy with words most people, including our target customer, don’t understand.
(Come to think of it, maybe this is why most of the people who read my old blog, which was supposed to promote my business, were other metalsmiths and jewelers.)
Instead of helping sell your product, those very technical words are a turn off to anyone thinking about buying your product. At the very least, they’re confusing. At the worst, they make your customer feel stupid or uninformed. And that’s not the way you want your customer to feel.
So my challenge to you is to go back through your writing with a critical eye. (Or better yet, ask a non-crafty friend or family member to do it for you.) Look for all the instances of “trans-radical heart catheterization” and figure out how you can describe your products more clearly.
By all means, keep sharing how you make your products. Just do it in a way that your customers can understand.
Editor’s note: Correction – apparently the name of the procedure is trans-radial, not trans-radical. But I think that just proves my point!