Fluff and jargon are opposite sides of the spectrum. What do they have in common? Both turn off your audience.

Also known as filler, fluffy writing is adding lots of unnecessary words and phrases – thus losing impact. It can be seen as patronising by an intelligent audience.

Meanwhile, using industry jargon in content designed for newbies could put them off. Equally, over-explaining technical terms for an audience in-the-know insults their intelligence.

So how do you get it right? Simply speak directly to your audience and steer clear of jargon and fluff. It’s easy to slip into filler copy if you’re not careful, so do a thorough proofread of any content to strip it back where required. Even better, have an editor go through the content to ensure the writing is clear, concise and hits the spot.