Avoid business school terms
Using the words that fit
From the blogger Michael Lynch, who was writing about what changed for him when he started to use non-business school terms to describe what he makes.
When I talked about my personal blog, I just called it a blog. There was never a situation where “content” would have conveyed a richer meaning. My website visitors aren’t “traffic”; they’re readers. They don’t “generate engagement”; they send me comments or questions. When I started writing my book, I never called it an “info product.” It’s a book, and I’m its author.
He goes on to say,
I did notice an immediate change, especially with words like “traffic.” Traffic makes me feel like I’m just throwing out flypaper and measuring whatever sticks. When I describe website visitors as “readers,” it reminds me that these are real people who have literally billions of other things they could be reading that day, but they’re choosing to spend some of their limited time with me.