Don’t alienate your audience – the importance of avoiding jargon
How did I know SBS meant short, back and sides!
Jargon (definition from Oxford English dictionary askoxford.com)
• noun words or expressions used by a particular group that are difficult for others to understand.
Although business jargon can be useful internally, when it comes to any communication with the outside world it should definitely be avoided. Jargon and acronyms may be helpful to those who work within your business or particular field, however as it is “difficult for others to understand” it should be limited to internal communication.
There is a time and place for industry speak, which is certainly not when you are presenting your business to the outside world and trying to gain new customers. The use of jargon, particularly in copywriting, alienates the audience, not to mention being very irritating! It can undermine the effectiveness of the messages being sent, and can lead to confusion, misunderstanding and misconstrued information.
By putting this barrier between you and your prospective clients people are much less likely to do business with you. They need to clearly understand your product or service so they can see how it could be of benefit to them. Using jargon could undermine their confidence in you and even lead to mistrust. You wouldn’t attend a networking event and only speak in acronyms so why would you use this type of language in your company literature?
Copywriters realise the importance of good written communication, and as an outsider to the business can ensure that the information is given in layman terms. It should never be assumed that everyone who receives or reads business information will be familiar with specialist terminology. The purpose of this written communication such as newsletters is to share information and build on business relationships. Businesses that alienate their audience are not going to grow relationships; they are more likely to stifle them due to the language barriers they have created.
Good communication skills are essential for success in any business. The use of jargon can be counterproductive due to the confusion and irritation it causes. When it comes to business, clear and precise communication will always achieve better results.
