Sometimes I read things online and wonder “Why do people write like this?” Here’s an example:
RAMP (formerly EveryZing) is an advanced Content Optimization SaaS platform providing publishers’ workflow, discovery and engagement solutions to drive monetization of online content to users’ search and browsing behavior. RAMP offers publishers an open, flexible and modular capability to optimize large amounts of content, including text, audio, video and images, within dynamic publishing environments. As a result, publishers’ content becomes positioned for discovery and precise targeting, both on search engines and within publishers’ own websites. Users rely on such precision to discover and engage with content, thereby increasing the commercial viability of content for publishers while curtailing publishing costs.
There is a saying among lawyers, “If you can’t dazzle them with your brilliance, baffle them with bullshit.” It’s clear the text above has gone with the latter option.
Just for fun let’s count the buzzwords – “SaaS, Content Optimization, modular capabilities…” Actually, forget it, the whole thing is buzzwords. It’s so heavy and ponderous I can barely make it through the first sentence.
I think it starts in high school where we learn to puff up our writing with garbage like this. In high school this style of writing, because it is incomprehensible, baffles people into submission and gets an A from the teacher because most likely they don’t know what the person is talking about either. It is safer to give the person an A than to ask “What the fuck does ‘advanced Content Optimization SaaS platform providing publishers’ workflow’ mean?”
But imagine a world where instead of using this tortured prose we wrote like we talked. I don’t work for [Company Name] but I’ll take a stab at rewriting the paragraph above into English:
“RAMP (formerly EveryZing) is a software package for web publishers. It allows them to easily manage their content including text, audio, video and images. It also helps with getting their web pages found in search engines.”
Remember the saying “Brevity is the soul of wit.” The shorter the sentence you can use to describe your company, the smarter you are going to look.