There’s been a spotlight on the dangers of pompous, impersonal, and jargon-filled business writing recently (including here on this blog) and I’ll admit it can be difficult to rein in. However, those writing for a consumer audience have no excuse. They shop, eat, and listen to the radio, too, right?
Most stores don’t have customers anymore, because “care team members” serve their “guests.” Apparently, this is cozier. For some reason, use of jargon has gone the other way.
Retailers now casually refer to SKU’s, and you may have a choice between a “blister pack” and “hanging assorted” at the store. We get cash from ATM’s when we don’t have time to visit retail banking for a debit transaction.
When preparing a frozen dinner, instructions often say, “Remove product from its overwrap,” and “Be careful, contents will be extremely hot.” Mmm, yummy.
But here’s what inspired me to write this post: I was online looking for a restaurant location, and their website had a nice interactive map. The instructions? “Click on your market.” I knew we had something special.