Is the use of jargon a pro or a con in business? This has been a popular topic lately. And I don’t know that there is a right answer.
But first and foremost, you need to know your audience and how well they are going to understand the jargon you fall into using frequently. If you spend a lot of time explaining the words you are using, you might be relying on jargon too often.
Also you need to think about your brand voice. Does your brand voice support the use of jargon? Is it OK to use it occassionally or a lot?
Let’s start with the cons:
Jargon can make you untrustworthy. Most people prefer concise sentences. Why? Because they could picture the ideas more vividly than in the complex sentence. If you don’t want to be viewed as trying to pull a fast one on your clients, be clear and specific in the words you use. Skip the jargon.
It can isolate potential clients. If you explain what you do in terms that someone outside of your industry understands, how about trying the same thing when you are selling what you do to a prospective client? You can’t expect them to know all of your industry speak. If a person cannot visualize the meaning easily, they are less likely to find it believable. And you are more likely to make them feel as though you are talking over them.
It can mess with your search traffic. If your target audience is searching for a term common to them – which is NOT your term – the search results for your services is going to be impacted.
What about the pros?
Jargon builds community. The use of jargon relevant to a particular location/industry/or demographic shows you are familiar with it and may give the impression of expertise. Colleen Glenney Boggs summed it up this way in her article “In Defense of Jargon:” Jargon condenses the meaning and allows us to share information effectively… it is deeply meaningful to the people who use it. And jargon can aid rather than hinder the expression of meaning, and the language itself.
It can build credibility and reinforce your expertise in an industry. When you are writing or speaking to an audience that will know the jargon, use it. It will show them you are “one of them” and know what you are talking about.
It is part of your brand. Model the communication style you want to be embraced by your team. If you want to use jargon or specific industry terms, your leadership, training, and onboarding should include those terms. Some companies even create their own terms to refer to their team – these words will become jargon that is exclusive to your organization.
Resources mentioned in this episode
- Does your office have a jargon problem? Harvard Business Review
- The Pros and Cons of Using Jargon. CopyPress
- In Defense of Jargon. Huffington Post
- Recognizing your ideal target audience
- Who’s your target audience?
If you found yourself shaking your head and saying, “I really need to focus on my brand strategy” or have been disappointed by the results of a video, brochure, or social media campaign, let’s talk strategy. Schedule a discovery call with me today. Together we’ll find the clarity, consistency, and confidence necessary for your brand to grow and thrive.
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