Woolly
Also called: concealing, meaningless, verbose or verbeus
Woolly language or a woolly text means: not to the point and laced with jargon, redundant, cumbersome, seemingly scientific and/or complicated words. Many words actually say very little. Such language may be unconsciously learned, or deliberately used to appear intelligent or intellectual. Sometimes woolly sentences are also chosen to intentionally cloak the factual message in obscurity.
Although woolly phrases can come across as interesting, such wording is rather inadvisable. Especially within sales copy and marketing communications in general. Short, accessible wording is much more persuasive and effective in practice. Avoiding, deleting or adjusting woolly words and phrases can be done as early as the writing stage, but is also a focus when editing texts.
