Good Jargon

The 'avoid at all costs' approach to jargon in copy is too noble to be good for us.

But that does NOT mean jargon is acceptable. It should be the exception - and always have a special reason, for a special person if it's to be used.

So what is good jargon then?

Jargon that invites others inside something they feel is important, and helps make them feel special.

It gives them something they want to add to their identity.

It makes them part of a community they want to or believe they should be part of - for the reasons they see add value to their lives.

That is, we don't get to choose what good jargon is - our best audience does.