When it comes to your marketing, jargon is the fog that makes it impossible for your
audience to see clearly. It may feel like familiar shorthand within your industry, but filling your
marketing with insider concepts, phrases, and words alienates current and potential customers and seriously reduces the chances of making a critical connection with your target audience.
Simplifying your language is critical - let’s take a closer look at three ways to replace the jargon with genuine, relatable language that engages.
Keep it simple …
Just because you call it “martech” in-house (and you’ve likely gone to a martech conference or onboarded martech tools, it doesn’t follow that it means the same thing to your audience or that they even understand it at all. Relying on it means missing out on the real, human connections your marketing relies on. Making things simpler helps you grow by:
Widening your reach - tossing out the jargon in favor of relatable language opens the
Improving understanding - clear language makes it easier for your audience to
Building trust and credibility - when you connect with your audience the way they’re
How to start swapping jargon
1. Put yourself in their shoes
Replacing jargon with conversational language starts when you can empathize with your audience. Understand their needs, knowledge level, and pain points. Imagine you're explaining your product or service to a friend who has little to no background in your industry. Break down complex terms into simpler concepts that anyone can grasp.
Example:
Jargon: "Our state-of-the-art CRM system integrates seamlessly with your ERP
Conversational language: "Our advanced customer management tool easily
2. Tell a story
Human beings are wired to understand and remember stories. Incorporate storytelling into your marketing content to convey your message effectively without jargon. Share real-life examples, customer success stories, or hypothetical scenarios that illustrate the benefits of your product or service in simple, relatable terms.
Example:
Jargon: "Our AI-powered algorithms optimize your digital marketing ROI."
Conversational Language: "Imagine having a smart assistant that helps you get the
3. Focus on feedback
Engage your team or even a select group of customers to review your marketing content.
Encourage them to point out any jargon or confusing terms. Once identified, rephrase those sections using everyday language. The collective insights can help in simplifying your
content and making it more approachable.
Example:
Jargon: "Our product boasts robust synergistic capabilities."
Conversational Language: "Our products work seamlessly and effectively together."
Jargon may seem like the norm in your industry, but stepping away from it can set your marketing efforts apart. By using relatable language, telling engaging stories, and seeking feedback, you'll transform your marketing content into a tool that connects with a broader audience, ultimately driving better results for your business. Remember, in marketing, clarity and understanding are your allies.
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