Avoid acronyms that turn good writing into soup

This week's copywriting lesson is a rather simply one, and one that I have shared with some of you already as I edit your work.

Let's talk about acronyms, shall we? These little abbreviations that stand for something are great, aren't they? Why should we have to spell out Automated Teller Machine when ATM is so much more convenient? With all the competition out there for readers, our writing should be all about convenience.

Therein lies the rule for acronyms. If using an acronym makes the reader's life a little easier, we should use it. There are so many acronyms that are universally recognized. It would be silly not to use these. Some examples:
FBI, CIA, ASAP, NASA, PTA, etc.

However, if the acronym is NOT universally recognized, you risk using the reader, who will be left wondering, "What does that stand for, anyway?"

Let's go the case file for some examples.

Example 1: Crouching Acronym, Hidden Meaning
NASA encourages all employees to take as many ULD as possible.
Of course the folks at NASA know what ULD means, but we don't! It isn't a household name. Would a housewife in Idaho know what ULD means? Would a senator in Washington? Would your little brother or sister? Didn't think so.
Example 1: Fixed for clarity and reader convenience
NASA encourages all employees to use as many unpaid leave days as possible.
Much better. No ambiguity here.

Example 2: A popular industry term, yes, but it alienates some readers
Merchants are willing to offer programs on a CPC, CPL or CPM basis on some networks.
Most marketers know what these industry acronyms stand for, but why rish alienating those who still struggle with this?
Example 2: Making it easier on the reader
Merchants are willing to offer programs on a cost per click, cost per lead or cost per impression basis on some networks.
Now there is no way a reader can trip up on acronyms. Everything is spelled out for them here.