Marketing copy should almost always be written in conversational language. Write as if you’re talking to the prospect face to face. Further, the language needs to sound like what your prospect would say, rather than your version.
Don’t confuse technical terms with jargon. Technical terms help communicate a concept or idea more precisely than ordinary terms. Example: Wi-Fi describes a particular kind of Internet connection.
Jargon, however, is simply language that is unnecessarily complex. For example, why use “graphical representations” if you actually mean pictures or signs and decals?
More about connecting with your audience here.
