Banks should wary of the 10 pound word

I have every sympathy for Chrissie Maher. The bank could do worse than offer her work even on a freelance basis. However, it is not just this sector that suffers from mumbojumbo jargon that frequently baffles customers.

The key point here is that "sloppy journalists"/"humble hacks" (much as it pains me to write this) and businesses need to keep their end consumer in mind. Fancy language does little to impress those that need to be in the know and it ends up merely irritating.

In my experience, journalists (whether humble or normal) are the last people to need this good advice; they generally live and breathe it, and are brilliantly intolerant of jargon. This is one of many traits that distinguish journalists from industry/technology analysts, bloggers, self-appointed "subject matter experts" and - by far the worst offenders - evangelical marketing types (EMT's).

Andrew Muir

EMT