I’m very fond of making up new words, and I’m also capable of having entire conversations in quotations.

Every so often I get into that uncomfortable situation where I say something  and am met with a deadened silence, accompanied by a puzzled look as though I’ve just asked someone for an explanation of why 0!=1. 

The problem is that we get used to using certain words and phrases in our jobs, offices or with our friends, and we forget that no-one else has a clue what we’re on about! 

If you’re writing content for your site, try and get someone who has NO idea what your company does to read through it – and get rid of every word that induces that blank stare of confusion. 

People aren’t going to buy into something they don’t understand, so keep it simple – cut out the jargon.