Talk about coincidences! Fantastic blog post, thank you! Last night I read an article in a trade magazine that left me utterly exhausted and a bit cranky. Well ok, more than a bit cranky, I was quite disgusted really. It was a fine example of what not to do, based on the advice you shared with us.
The title grabbed me and I was really looking forward to reading the article. The very first sentence stumped me however, with a misspelled word. It went down hill from there. It was a long-winded and pompous piece of writing, every sentence filled with Latin jargon, which took great effort to absorb. It left me feeing un-inspired and frankly, quite cranky. I imagined this author was so intent on impressing the reader with sophisticated language, I could just see her sitting there with a thesaurus and converting any word that appeared plain, to a longer and more impressive word.
It made me feel angry, and at first I could not understand why. On reflection, I felt the writing style was disrespectful, I felt I was being talked at, rather than talked to. If I could not keep up with the terminology, then I was not as educated or sophisticated as the author.
The irony is, I learned nothing new from this article, common knowledge was re-written in an academic tone to make it appear more impressive, to promote the brand. In the end, it made me feel like the author was lacking confidence in her abilities as she was trying so desperately to impress with her fine words.