If you’ve ever sat beside a salesperson on a plane, or read a trade magazine, you’ve heard the language that business uses when it’s selling to business.
English is replaced with a patois of jargon and bravado, as the product benefits are touted, ROI is proven, and unique selling points are emphasized.
Yet here’s a company that finds a way to use plain English to describe its traffic control devices. The Highway Safety Group site:
"… [When] you really need to assure the motorists receive the message that the road or lane is closed, the SecurStop Checkpoint has both a traffic light and a control arm/barrier that clearly closes the lane. Improving motorists and worker safety alike, while at the same time reducing liability and operating cost too."
It’s only when they start to talk about the security situations in which you can use their control systems that the wording starts to get oblique:Â
"Both locations can have PA and CCTV capabilities, but the high risk secondary stop can employ additional lighting, sensors and multiple regular and infrared cameras, and there the occupants can be ordered out of the vehicle, safely."
Next time you’re looking for "an ideal remote controlled force protection checkpoint platform to safely prescreen vehicles", you know where to turn.
Full marks to Highway Safety Group for keeping the jargon to a reasonable level.
Tags: language, business-to-business, B2B, sales, clarity
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