Why your marketing should be in plain English
Most marketing tools are written for marketers. Here's why that's a problem, and how to fix it.
By SZTek team2 min read
If you've ever opened a marketing dashboard and felt like you needed a translator, you're not alone. CTR. ROAS. CPM. Conversion funnel. These words are everywhere, and they're keeping millions of small business owners locked out of their own marketing.
The jargon problem
Marketing software is mostly built by marketers, for marketers. That makes sense if you're a Fortune 500 company with a five-person CMO office. It does not make sense if you run a plumbing business or a coffee shop.
The result is that most small businesses fall into one of two camps. Either they hire someone to handle marketing for them (expensive, inconsistent results), or they try to learn it themselves (months of YouTube tutorials, then they give up).
There's a third option, and it's the one we believe in: marketing software written for the people who actually use it.
What "plain English" really means
Plain English isn't dumbing things down. It's removing the noise so the signal comes through.
Compare these two messages:
Your CTR dropped 14% week-over-week with a corresponding decrease in CPL across paid social channels.
vs.
Fewer people clicked your Facebook ads this week than last week. We made some changes, so let's see if they help.
Both messages convey the same information. One assumes you have a marketing degree. The other assumes you're busy running a business.
Three rules we follow
When we build EasyMark, every word that touches a customer goes through three filters:
- Could a restaurant owner read this and know what to do next? If the answer is no, we rewrite it.
- Are there any acronyms? If yes, we either spell them out or, better, replace them with what they actually mean.
- Does this tell the user what we did, what to think about it, and what to do about it? Information without action is just noise.
What this means for you
If you're a small business owner, you don't need to know what CTR stands for. You need to know whether your marketing is working, and what to do if it isn't.
That's our job. We watch the numbers. We tell you in plain English. You decide.
That's it. That's the whole product.