Yesterday I was explaining this concept to one of my clients. He had sent me links to websites like Accenture and Bains and said that he wanted to emulate their writing style and terminology.

These websites have good content and copy. But they use lots of fluff and jargon. They can do that. They are known brands. Even if they indulge in abstract content writing, people know what these companies do.

When you are a new business, it is very important that your message is unambiguous.

For example, I can throw around big and impressing words on my website, but by the end of the day, I am providing content writing services, or copywriting services for marketing purposes. These terms are important for me. These terms are also important for clients looking to hire a content writer or a copywriter.

Once you have built a brand for yourself, once people know what you do (you do not need to tell what Google does), you can be creative with your language, but for the time being, when you are a new business, use exactly the words and expressions that convey what you do and what you deliver.