Ban the brochure speak! (& 10 tips on how to avoid it)

I can’t stand brochure speak.

You know that beautifully crafted tidy copy that is full of neat words and clever phrases and lots of ‘we’: “Jargon jargon jargon ‘we’ do this and we’ve been doing this for 1000 years and we are the best…”

That is brochure speak. And you’ll find it out and about not just in brochures but it lurks on websites and flyers and adverts and sales & marketing materials across the land.

Here are 10 tips to avoid it!

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What I know

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I don’t know everything. I am always learning, always finding more ways to solve things, and discovering more ways to share what I know.

What I do know is that I know enough. In fact I know plenty. What I know is that what I know is of value to other people.

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I love it when a plan comes together!

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You absolutely need a plan in business, and while I am not a big fan of the v-e-r-y long (and let’s be honest sometimes quite dull) ‘business plans’ that your bank manager might want to see, you absolutely DO need a plan.

Not having a plan is like navigating in the dark with no idea of where you’re headed. Things work out so much better when you have a plan.

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Show how easy it is (simple content marketing tip)

Your Thing is super-easy for you, that’s why it’s your Thing! And a really easy way to create content is by sharing instructions–a checklist, some tips, a ‘How to’ that shows people how easy it is when they do this the way you do it.

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Give Info Sell Action

This is something that can be hard to get your head around at first, especially when you’ve just realised your Thing and you want to keep it well protected. But the best thing you can do with your Thing is give it away.

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Are you preaching to the converted?

I don’t know about you, but sometimes I have already decided I want to work with someone—or buy something, or visit somewhere—and so I’m already sold. But then I get sold to even more, even when I’m already ‘in’. And sometimes it puts me off and I don’t buy.

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