Avoid Using Acronyms in Your Marketing Materials

Orangeville, ON (My Corner Office) You may have heard me explain what’s wrong with publicly using an acronym as shorthand. This is true for the company, product, service or event’s official name. For example, do not refer to your “Work From Home” program on your sales page as “WFH.”

This is presumptuous. Instead of communicating clearly, it separates readers into insiders and outsiders. It punishes those unfamiliar with the shorthand. Even if you explain the acronym in one spot. It assumes people are reading and remembering every sentence.

It’s also inconsiderate. It forces someone confused by the sequence of capital letters to hunt around or stop and guess its meaning.

And it’s lazy because how much effort would it take to write out the full phrase or perform a “search and replace” for it?

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