Simple Communication Beats Tech Jargon Every Time

Why is it that many (most?) technology companies that deal directly with the general public don't 'get it' when it comes to written communication? I upgraded my internet service today, which was all easy and relatively painless. I then received an email telling me to:

Please reset (or cycle the power on) your ADSL modem to activate new package parameters.

Whaaaat? Who talks like that? I suggested to the ISP a better way to communicate the instruction might be something along the lines of:

"To activate your new service, please switch off your modem for 60 seconds and then turn it back on."

Sorry guys, but it ain't rocket science, but then, maybe that's the problem.

Tech companies love over-complicating things and apart from annoying their customers, it might also be costing them sales as their jargon-laden 'gobblygook' often seeps into marketing materials.

So, if you're a consumer-facing technology company, my humble advice is:

Hire a professional wordsmith to write clear and concise information/instructions in plain English - this will not only save your customers a lot of heartache but also your call centre/help desk will thank you for it! Who knows, you may actually endear yourself to consumers and increase your sales as a result.

Also posted on prwarrior.typepad.com