If you work in marketing or sales, then you are quite aware of the myriad jargon that infects both professions. Being inundated with this slang daily makes you want to toss your funnel down your pipeline for good.
So, this leads to the all-important question: Is this jargon really necessary? The Cliff Notes answer: No, it’s not.
The jargon lovers out there are probably gripping tight to their CACs and closed loops and declaring “over my dead body are you taking my buzzwords.” But really sit down and think about the slang you use and how it might be affecting your business. It’s probably not adding any value to your operations while at the same time making you look like a know-it-all – not really the most endearing quality.
Here are four reasons why overusing jargon is bad form:
1. It’s condescending See above. Coming off as a know-it-all is not a good thing. Your potential clients, current clients and even your family and friends might be growing weary of your jargon talk. There is a time and place for talking like a marketing machine such as trade shows, the office water cooler and when you are trying to impress during an interview. Even then it should be used sparingly.
2. It’s confusing A potential client is doing her due diligence and checking out your social media accounts. What will she find? Does your social media efforts look like a real human being is at the controls or rather a marketing AI that spews slang like it’s going out of style. Talk like a real human being. If you are referring to the sales process, explain it as if you are talking to someone who has never taken a single marketing or sales course. Because most likely they haven’t.
3. It’s boring If you want your conversion path to be free and clear to success, then don’t refer to it as a conversion path. Having personality is vital in marketing and sales and nothing is duller than listening to or reading someone who overuses jargon. Your intended audience will not only feel like they are being talked down to, they will be confused and fighting off the urge to fall asleep as well. Infuse some pizzazz in your presentations, social media posts and your everyday marketing conversations. Explain yourself without using big words or perplexing acronyms. Your audience will thank you.
4. It’s being misused Your sincere effort to appear knowledgeable might backfire if you misuse jargon. There are occasions in business when you are speaking with someone who has vast experience and their business vocabulary might dwarf your own. It’s quite humbling to use a term incorrectly and furthermore, can cost you money. Be a straight shooter and actually say what you mean. It can be difficult enough to influence someone without looking foolish from the get-go.