The Problem With Using Jargon – Part 2

Last week, I outlined why being too heavily reliant on jargon can be problematic.

To recap:

• You can alienate your audience
• You create barriers to understanding
• You are reducing engagement
• You are negatively affecting brand trust

You can read the whole post here

So, how do we fix this problem?

FOR JARGON USERS:

If you’re guilty of using too much jargon, use this as a research opportunity. Talk to your people. This is your internal team and your external audience. Ask them where their comfort level is with specific language. Your job is to meet people where they are before expecting more.

If the language you’re using isn’t resonating, create content to educate. Develop helpful content that will help people of all levels understand the concepts. Give them context into the terms, when to use them, and examples.

This is also an opportunity for you to expand your vocabulary. If you’re reliant on jargon to communicate, take a step back. Challenge yourself to write a post that doesn’t use any jargon. Can you do it? It’s a good exercise to help you hone your communication skills.

This will be an exercise in restraint and patience. What we find to be easy and simple, others may find to be challenging. Don’t make assumptions about how quickly your audience is catching on. Make sure your content is continuously updated and accessible.

Lastly, check in frequently. As technology evolves, so does the language used to describe it. Make sure that as you’re staying up to date, you’re keeping those around you updated as well. Be sure to check in with your audience to ensure that the content you’re creating is helpful and not adding to the confusion.

IF YOU’RE ON THE RECEIVING END OF JARGON:

If the terminology you come across isn’t familiar to you, this is your opportunity. It is not a reflection of your intelligence. Be shameless in asking for clarification and more context. The person speaking in jargon may not even realize that’s what they are doing.

To meet the other person where they are, try paraphrasing what they are saying. For example, “I think what you’re explaining is this, is that correct? If not, can you fill in the pieces for me?” It signals to the other person that you’re paying attention and that you’re invested in the conversation.

To that, it’s also an opportunity to provide feedback. Once you have a grasp of the jargon, offer helpful suggestions to the content creator. Offer concrete suggestions, not just, “You should do this and that”. Help them understand why it didn’t land the first time. Chances are, they may only be aware of their perspective and could benefit from hearing yours.

We all want to be as clear as we can when communicating. Sometimes, we stumble and create barriers to understanding by incorporating too much jargon. Have someone take a second look at your content to make sure it’s helpful and informative, not alienating. Continue to challenge yourself to reduce the use of jargon and ask for clarification when you do come across it. There are times when the use of jargon is acceptable. When using it, be sure to include context and definitions to make your content inclusive.

What are your feelings about using jargon? Reply to this email to tell me or come join the conversation in our Free Slack Group, Analytics for Marketers.

– Katie Robbert, CEO