Can
Jargon Increase Your Bottom Line?
by
Dina Giolitto
Did
you ever read a web page or blog post that smacks of self-importance...
and then read it again only to realize that it's merely a
series of empty statements? This trick of speaking volumes
on a particular subject but in effect saying nothing, is achieved
with the addition of jargon
into your web copy. Yes, the web is overrun with jargon, or
meaningless business/marketing/tech terminology, designed
at least in part to confuse and convolute real meaning even
as it attracts, delights and mystifies. Below, the textbook
definition of jargon:
jar•gon
(jär g n) n.
1. Nonsensical, incoherent, or meaningless talk.
2. A hybrid language or dialect; a pidgin.
3. The specialized or technical language of a trade, profession,
or similar group.
Speech or writing having unusual or pretentious vocabulary,
convoluted phrasing, and vague meaning.
Source:
The American Heritage® Dictionary of the English Language,
Fourth Edition
Copyright © 2000 by Houghton Mifflin Company.
Some
examples of jargon used today (for more, check out our Jargon
Dictionary download now!)
Best
in class - first rate (not unlike pedigree dogs).
"We are considered best in class for our industry."
Dialogue
(as a verb.) - to talk, discuss. "Shall we dialogue in
person, or would you rather talk over the phone?"
Leapfrog
- to hurdle past your competition. "I'm guessing that
KFC will leapfrog Boston Market after the raging success of
their 'Famous Bowls' campaign."
Despite
its rampant presence in nearly every piece of business communication
we receive today, there is great controversy surrounding the
use of jargon.
Some marketers swear up and down that they don't let a word
of jargon within ten feet of their copy. Others can't seem
to type a simple email without at least six buzzwords finding
their way in. So which is the wiser style of writing for your
own web business: jargonless, or jargon-esque? Let us probe
the topic a bit more deeply, to uncover a reasonable answer.
Jargon,
as it is described in definition 1 above, remains an empowering
communication tool. For the most part, jargon leaves plenty
of contextual wiggle room. Examine any legal contract or set
of regulations and you'll notice that beneath all the authoritative-sounding
wording lies mostly double-talk, circular reasoning and empty
statements. This is commonly known as jargon; and, despite
our distaste for the vagueness, it's a vastly needed legal
escape hatch.
In
a world where people sue fast food corporations for being
the "cause" of their poor health and get away with
it, business owners are now taking extra precaution in their
communication to avoid making statements that could lead to
lawsuits and financial loss. Thus, legal copy is not really
the set-in-stone ruling that it appears to be, but actually
a series of vague, intimidating remarks meant to confuse and/or
discourage the reader from pursuing legal action. Is this
done purposely in the copywriting? Absolutely.
The
same "mumbo jumbo" lawyer tactic of "empowering
your voice" yet making no claims, is used in the majority
of professionally-written advertising and marketing materials
that we see every day. From puffery-filled headlines to copy
that paints a picture but offers no promises, the world's
most prominent ad campaigns are riddled with jargon. And if
the meant-to-impress-with-faux-assurance copy isn't enough,
we can rely on jargon-filled, small-print disclaimers to blatantly
contradict every implied claim that was just made in the body
copy of the ad. It seems that despite its blatant lack of
sincerity, consumers are highly responsive to this type of
communication. What a puzzle indeed, but who are we to question?
After all, the need to make use of existing jargon
and invent clever new jargon keeps copywriters, advertisers
and marketers gainfully employed year after year, decade after
decade.
A
second reason why jargon continues to play such a prominent
role in our everyday business communication: fellow humans
need to feel as though they're a member of the herd (here,
I refer to jargon as it is defined in section two, above).
Business or corporate jargon denotes someone who is "in
the know," or a player on the "Us Team" in
the imaginary battle of Us and Them. And even as much as we
poke fun at people who speak in jargon, we tend to take them
more seriously, as jargon differentiates an expert from a
knowledge-lacking layman.
If
there is any doubt as to the authenticity of a company, you
need only look for telltale corporate-speak or tech jargon
to help you decide whether they are in fact someone competent
enough to do business with. So, while many marketers pride
themselves on the ability to keep their copy jargon-free,
there is no denying that a far larger percentage of businesses
willingly pepper their daily communication with jargon
and pass muster with their would-be critics because of it.
Indeed, jargon is a recognizable method of conveying one's
thoughts in a sterile, savvy and business-like manner. Jargon
performs its job of gaining the professional confidence and
trust of your readership like no other copywriting trick can.
Certainly,
as a new business owner with a small client base and perhaps
a set of high-minded ideals, you may feel wildly opposed to
the use of jargon in your advertising. Yet, if you're looking
ahead to significant expansion, consider jargon as a communication
tool meant to keep you out of legal hot water as it defines
you as an authority in your particular niche. The key of course,
is to avoid going overboard with trite, meaningless and pretentious
verbiage. Learn how to speak from the heart and offer real,
valuable information to your readers while utilizing a small
portion of jargon to avoid those communication pitfalls that
could mean financial disaster down the road.
Another
important practical use of jargon is the level of professional
whom it attracts. If you speak to your readers in casual language,
you will tend to draw in casual-minded persons. And while
these may in fact be just the type of genuine folks whom you'd
like to surround yourself, "laid back" generally
equates with "non-enterprising" and low- to no-
budget. Since you're likely seeking respectable rates for
your products and services, buttoning up your image with a
bit of corporate approved jargon is probably a sound idea.
Add those highly recognizable, jargon-rich statements to your
web copy that make you seem somehow untouchable, and you will
no doubt begin to draw in a higher caliber of client or customer.
In
the same way that you once may have felt strange donning your
first corporate blazer, slipping into aloof and pretentious-sounding
jargon
might seem awkward and "not what you're all about."
Even so, something as simple as adding a few business buzzwords
could mean finally landing customers who can afford to pay
you the going rate (as opposed to those "really nice"
people who make you feel great about yourself but don't contribute
to your bottom line).
It's
ultimately your choice whether to use jargon in your web copy
and advertising materials. It has been my professional experience
that jargon is approprate some of the time, while at other
moments it just seems far too stuffy and formal. Consider
what you're selling; consider the image you'd like to portray;
consider your target audience and how they communicate; and
finally, consider the context in which you're having the discussion.
It may be okay to slip in a few instances of jargon on your
home page to add credibility and impressive language; but
a bit overboard to never speak to your customers and colleagues
in a warm, honest, fallible and jargon-free way.
When
in doubt, remember this: jargon attracts new customers; humanity
helps you keep them.
Copyright
2006 Dina Giolitto. All rights reserved.
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Get
your customers to come to you
By
Kevin
Stirtz
Several years ago we were up north for Christmas. We had a
small group that year so the normally over-crowded dinner
table had a few empty spaces.
Because
of this, one person in our group thought we should knock on
the doors of people in the neighborhood to see if there was
anyone spending Christmas alone. If they were, we could invite
them to join us.
It
seemed like a nice idea.
For
a variety of reasons, we did not do this. I think mainly because
it would have been an unusual thing to do. In our part of
the world, people usually don't invite strangers to Christmas
dinner.
It
reminded me a little of door-to-door sales.
Not
that we would have been selling anything. But other aspects
of cold calling were there.
For
instance, even though our intentions would have been good,
we still would have been interrupting people on an important
day. Also, if they had been alone, why would they want to
join us (complete strangers)? for Christmas dinner? Maybe
they liked being alone. Who were we to judge? And why assume
they even celebrated Christmas? Maybe they didn't.
Or
maybe inviting them to join us (because they were alone) would
only serve to remind them how alone (and lonely) they were.
So,
for all the good intentions, there were some downsides to
this idea.
The
same is true when we seek to promote our business or sell
our products and services.
We
have all the good intentions in the world.
But
if we interrupt people, invade their space, disrupt their
days and force ourselves on them, then we're usually doing
more harm than good.
People
get too many offers and commercials and other marketing clutter
coming at them every day. Some people estimate we get over
3,000 commercial messages every day.
No
matter what the number is, we all have more than enough people
and companies telling us why we should buy from them. We don't
need or want one more. We probably won't pay attention to
them anyway.
So,
if you want to reach people who will pay attention, focus
on people who are interested in what you offer.
You
do this by letting them come to you.
And
they come to you when they find out you have something they
are interested in.
They
learn this because you find ways to put your information,
your message out where they will look for it. And because
you give them useful, valuable information that focused on
helping them meet their needs (not on you meeting your sales
goals).
Keep
your focus on them. How can you help them?
Do
this and they will find you. They will want to talk with you.
They'll give you permission to have a conversation with them
that might just lead to them becoming a customer.
And
they'll never once feel you "sold" them anything.
In fact they'll thank you for helping them buy from you.
About
the Author:
Kevin
Stirtz has developed a unique concept called “Blow Up
Your Business.” He speaks to groups of professionals
and business owners who want to attract more customers and
put more money in their pocket. Kevin can be reached at http://www.KevinStirtz.com
or 952-212-4681.
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