We woodworkers are not typically big on advertising. We tend to rely on word of mouth to get the message out.

But when we do advertise, it's important to be clear and concise. Most people are not familiar with our jargon so we need to present our work in terms that people can understand.

Obscure statements that do not communicate any real useful information simply waste precious advertising dollars, no matter how clever they may be.

The other day, while I was driving, and an ad came on the radio for a well-known automaker. It was offering a "partial zero emissions vehicle" and I was stumped. Instead of listing to the rest of the ad, my mind wandered off into thinking, "What in the world is a partial zero emissions vehicle?"

I had the funny feeling that a snow job was in the works. It certainly did not make me feel like I should run right out and buy one!

D.D.