May
4
This post will discuss the Top Ten Mistakes in Writing White Papers. This post contains #9 and #10.
Mistake #9 – Misuse of jargon
Jargon is the informal words and phrases that pop up in groups and communities. It has a purpose in social settings, but not in writing. A white paper should be professional and communicate clearly, without being boring. There should be no jargon in a white paper.
Jargon plays a role in social situations. You will often overhear employees of a company use jargon to describe internal processes and other events. In these social settings, jargon helps build a community.
White papers are used for education and jargon often muddies the message. If you can’t communicate with clarity and precision, your message suffers. Jargon contributes to the absence of precision because it is used as a language substitute. The ‘slang’ words are mental short-cuts and grossly oversimplified.
There is one exception to the rule: technology. The technology market has multiple words and phrases describing technical terms. If there is ever a question, give priority to clarity over everything else.
It is better to write clearly and focus on your message. Leave the jargon for social situations.
Mistake #10 – Our market is different
No, it’s not. Everyone says that.
Sure, there may be specific details and peccadilloes that don’t exist in other industries. But those minor differences do not change the overall landscape of business. The overarching principles of business, marketing, and customers still apply.
Don’t fall into the trap that your market is different. Keep an open mind and pull in new ideas from all areas. One good idea could get your over your next big hurdle.
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