Interesting article today at PCWorld.com -
I've had to play around a lot with jargon on my sites. Some jargon in my industry is necessary - but there's a fine line between what is needed to sell my product and what totally turns off my buyers.
I feel the need to be even more careful now. How do you walk the fine line between not enough jargon to clearly identify your products and make your site look professional and so much jargon that your customers are scared off?
It's not just the jargon that scares people - apparently this study also found that perceived product complexity also scares off buyers. If they think the Digital Widget is going to be too complex to figure out how to use, they simply won't buy it.
So the copywriting trick of the day is:
Balance the jargon on your site (not too much, not too little) while at the same time making your complex products and services look totally easy to use.
Easy, right? ;)