Why do app developers who aren’t fluent in English insist on writing their own app description? Do they think their English is good enough? Do they just not care?
Whatever the reasons, here’s what happens when you don’t have someone “translate” your broken English:
Description
Support sending international fax! !
Functions:
Phone pictures or mobile phones to take pictures of the file obtained images into the nearest scanned copy binarization pictures, and sent to anywhere from any fax machine.Features:
Approaching the ultimate speed of processing image! !
Most satisfied with the effect of processing pictures! !
Send a fax, the cheapest price! ! !
The fastest speed of service of the destination fax machine! ! ! !
In short, pack your satisfaction.
Not kidding. This is the actual description of an app I looked at. And no, I didn’t buy it.
I don’t care how good the app is, when I see a description like this I move on. I don’t want to invest even two dollars in a company that doesn’t pay attention to detail or care about it’s customers.
It’s not about the app. It’s about the total user experience.
The same is true in a law practice.
If clients don’t speak your language and you don’t speak theirs, you must have someone available to translate. I’m sure you do.
But what about that other language lawyers speak? You know, legalese?
Lawyers need to be able to communicate in plain English. We all know lawyers who hide behind overly ornate language. Clients don’t get all warm and fuzzy about a lawyer who continually says things like, “With respect to. . .” and “Notwithstanding. . .”. (Anyone remember Marcia Clark?)
Plain English, please.
Get rid of unnecessary words. Don’t use a ten dollar word when a fifty cent word will do.
Use the active tense. Action verbs. Specific nouns.
Don’t write (or speak) to be understood. Write (and speak) so that you cannot possibly be misunderstood.
If you need help, get help. Take lessons. Get an editor. Practice.
Or clients won’t buy your app.
Marketing is everything we do to get and keep good clients.
