Marketing advice from our Chief Canine Officers

Dear CCOs,

Can you proffer any guidance to help us institutionalize a regimen of internal processes that will counteract our tendency to engage in self-referential product-speak?

Sincerely,
Jargonized

Dear Jargonized,

You’re making our heads hurt. But we do see your problem.

As you know, we’re all about simplifying the complex. That means more straight talk and less business and corporate jargon. When I go to lunch with my fellow CCO, I don’t say, “Let’s get some canine sustenance.” I say, “Let’s eat!”

One handy trick: eliminate words ending in suffixes like “-ize” or “-ism.” Do you really need to say incentivize or conceptualize? Please note, advertize is acceptable. [Editor’s note: There is no “z” in “advertise.” As dogs, our CCOs are not the best spellers.]

Another tip: nip those acronyms in the heel. We know, we all get attached to them. CCO, in particular, has a nice ring to it, but that’s the exception to the rule.

You might also try writing to a specific reading level. Trust us, it takes a lot of discipline. Ask yourself, would my 7th grader understand this? Would my non-C-suite-level dog?

To see how we can help you simplify the complex, from language to design to processes talk to our human colleagues.

Chow (or Ciao),
Reilly and Henri, CCOs