Are you confusing and losing potential clients with your alphabet soup?
Did you know that CIA is not just the acronym for the Central Intelligence Agency in the United States? It’s also the acronym for the Culinary Institute of America.
If you are marketing your product or service to an international audience, you need to understand that not everyone will immediately recognize the acronyms you use. People who are new to your field might also not recognize an acronym! You don’t want to risk alienating folks or making them feel like “outsiders” when they don’t know which company or organization you are talking about.
A good rule of thumb when it comes to saving space is to spell out the name of the company or organization the first time you use it, then put the acronym in parenthesis immediately following it. This is also useful if you sometimes refer to legislation or business buzzwords in your texts.
Here are a some examples of what I mean:
- American Copy Editors Society (ACES)
- North American Free Trade Agreement (NAFTA)
- Key Performance Indicator (KPI)
- European Centre for Press and Media Freedom (ECPMF)
- International Monetary Fund (IMF)
Can you see how someone might be confused if you just insert an acronym that’s clear to you, but is not clear to someone who might be just starting to try to find a business to help them in their industry?
Take a look at your most recent blog post or newsletter article. Scan for acronyms that are not explained. Then be sure to spell out the first one and put the acronym in parenthesis.
Your readers will thank you.
Need an expert set of eyes to review your blog posts and newsletter articles before you post them? Contact me if you want to be sure that your marketing content is clear to your readers.