Curing Jargon

So we all do it - use jargon to make ourselves seem smarter or show that we fit and belong.

But technical accuracy is not the same thing as urgency.

It doesn't work for you if it's ignored.

And B2B sales brochures don't work for B2C marketing - and B2B is the last safe-haven for jargon-filled copy (if that's even safe).

The cure isn't in just acknowledging we use jargon - they use jargon - we all use jargon.

The cure is empathy for your best audience - the kind that trusts you (or will trust you because you add value to their lives and work).

But empathy is notoriously difficult to teach... maybe even too simplistic as a cure for jargon.

So the next step is to let-go of what we know is our uniqueness and proficiency in our sales and marketing copy.

Then turn every competency into a solution to a problem our customers, audience or supporters feel.

And this means turning our fact-based assertions into emotionally compelling empathy for what troubles those we are cultivating as our best audience.

For example, instead of asserting "Our proprietary reconditioning has a 98% success rate!" we may try "You want your ___ fixed right the first time - so you don't have to worry about it again. We can do that for you."

You still get to assert your competency, but it is now about your customer and not just you. (Oh, and they aren't impressed by your 'proprietary reconditioning' as much as you are.)