PH Audio Blog

You’ve heard it all before:

We need blue-sky thinking. I’m talking about pushing the envelope, going forward, let’s touch base soon.

Translation: corporate waffle that, in reality, could be said in half the words. Just another way to say, “We need big ideas, so give me a call”.

Anyone who watched Heston Blumenthal’s attempt to resurrect Little Chef last year will no doubt remember the chief executive’s constant wittering about ‘blue-sky thinking’. The phrase alone is irritating, but when used in the context of menus and motorway services, it simply became absurd. You can watch the evidence here.

Finished cringeing?

Well, in this post, we’re looking at why these kind of phrases have no place in external communications.

Business lingo is a customer no-go

Between the walls of many boardrooms, words and phrases like ‘goal-orientated’, ‘user-centric’, ‘facilitate’, ‘streamlining’, ‘the bigger picture’, ‘bring to the party’ and ‘out of the loop’ may all have their place.

But even internally, these over-used phrases are gently ridiculed in popular workplace games like buzzword bingo.

And while these internal business languages might be common in the confines of the workplace, externally they can often alienate their intended audiences by jumbling important messages.

Consider many of today’s most successful advertising campaigns and the language they use. The most effective use direct language and are simple to digest — like Dixons’ memorable campaign from last year. The point is that when it comes to copywriting and, in particular, audio copywriting for radio or on-hold messages, it’s essential to keep it clear and concise. There’s no room for ambiguity.

Original content is king

Another key point is to remember that when phrases become over-used, they lose their impact and in many cases, their sincerity. Continually reminding callers how much you appreciate their patience is far less effective than giving them interesting facts or information that will engage them (and most importantly, help them forget they’re waiting).

Speak a familiar language

Every business has its own way of saying things to reach an intended audience, and it’s never more important to think of your audience than when writing for audio. Tool hire businesses, for example, won’t want a stiff, corporate message to greet their callers. Instead, their script should contain enticing special offers and product and business information that’s friendly in tone and easily understood.

Keep audio copywriting simple

Simplicity is central to an audio branding exercise. When you’re writing for the ear, you need to produce an effective message that engages the audience in less than 30 seconds.

The best way to do this? Straight-talking, direct and engaging messages delivered in plain language — leaving all jargon at the boardroom door.