A spa has recently opened in my neighborhood. I went in to get a price list and was impressed (I could use some of these services) and disappointed (I don't understand what some of the services are). I guess what "St. Tropez" is about, but within the categories in the brochure, I am lost as to what some of the spa jargon might mean. Not to worry, Google later tells me. But still: Would a well established business not want to appeal to a new clientele unfamiliar with the 'insider' words?
The Spa brochure - intended as a sales tool but speaking mostly to the initiated - reminded me how much attention we need to pay to the way we communicate with our own clients. Just as I am going back to the spa counter to tell the owner that the brochure is not fully informative for new clients, so I remind everyone in the information profession to be mindful of jargon and constantly ask "will non-insiders know what we mean?"
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