It took a lengthy conversation to convince him that using internal jargon would mean
nothing to new visitors trying to learn about the software.
It??™s just as important to pay attention to industry trends by researching other sites and taking
hints from the greater Web. A manufacturer of high-end mountain bikes might use a
term like ???aluminum chainring guard??? knowing that it will resonate with its market even
though the average person on the street wouldn??™t know the part from a pile of empty
soda cans. Every business should analyze what its competition does and research the
prevalence of certain words, scanning for use in reviews, articles, and forum conversations.
Walking the fine line between meaningful language and buzzwords can be tricky, but it??™s
best to save the less obvious language for the body copy, where a term like ???aluminum
chainring guard??? can be explained in context.
Who doesn??™t have Flash installed? Flash designers are often incredulous to the
thought of their target audience not having the Flash plug-in installed for their
browser. However, the reality is that many organizations simply don??™t allow their
employees to install anything on their computers, including Flash and other ActiveX
controls, PDF software, and Java.
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