Avoid the Jargon. Write so they hear you!

Today I’ll offer a  quick example of why we need to cut out the use of jargon words in all of our marketing communications to customers.

Have you ever been in a larger airport terminal, and seen the many electric carts that carry passengers who aren't able to walk long  distances on their own?  Since the carts have silent battery engines, they make a beeping noise to avoid accidents with the strolling hordes. Presumably, those on foot will notice and step out of the way, allowing the cart to proceed.

But what happens? No one steps out of the way or even notices the carts. There are so many beeping carts, that people don’t even “ hear” them anymore, they've tuned them out. So, the carts have to stop and wait. No one pays attention.

Using jargon and overused words is much the same. Overused words become empty beeps that no one hears. And when that happens, you are no longer getting your message through.

Think about “seamless.” You can’t get through an hour without hearing an advertisement  noting that some product or service is seamless. The word is so overused that it has lost whatever meaning it once had. It just fills in space in ad copy, because someone thinks it sounds like a good thing.  But it communicates nothing. I've heard a restaurant advertise it’s seamless service.  Unless the waitstaff are all wearing one- piece togas, I’m pretty sure this tells me nothing about the food OR the quality of the service.

So, forget the jargon. Write simply so you aren't just one more annoying beeping cart. And as for that restaurant? Forget the ad for seamless service--just tell’em the food tastes really good!!