Here are some buzzwords. Can you spot the sector that uses them most commonly?
- Force multiplier
- Upcycling
- Bipartisan
- Rules of engagement
- Capsule wardrobe
- Grassroots
- Logistics tail
- Fast fashion
- Dog whistle
They were all words most frequently used in the military, fashion or politics. Most commonly known as jargon, they are terms that are increasingly creeping into everyday language.
It makes sense that different sectors use specific language to achieve precision or exemplify expertise and credibility. There can also be historical reasons for the distinction.
However, while jargon may have a functional and cultural purpose, it can be concerning if it emphasises exclusivity.
It’s a familiar tale in communications that sector experts want, sometimes demand, to use the language most familiar to them.
Internal documents? Okay. But it should be avoided in communications with the broader public and media.
Why? Well, not everyone interprets jargon the same way. If your audience lacks expertise or context, they may mistake “fast fashion” as fashion for athletes (not fast-consumed fashion).
A lack of clarity will disengage audiences, and people will hit disconnect.
But there’s another reason. It smacks of elitism. Remember, the playground taunt: “I know something, you don’t know.’
When you rely on professional jargon to infer superiority, people will spot it a mile away. It will damage rather than enhance your brand.
If you are still determined to use a particular term, invest in storytelling—breakdown the meaning in a way that enhances understanding, not your ego.
Are you guilty of investing too much in professional jargon?
Want to adopt a different approach? Come along to our “Tell Your Story, Your Way” workshop.
Whether you’re promoting yourself or your business, this workshop will help you connect with people—employees, customers, clients, peers, and the broader public.
More details: click onto this page Communications – Eunoia Communications