December 11, 2013
I’d like to proactively reach out to you and share our knowledge base regarding our efficient remotely automated communication programming that synchronises seamlessly generated communication of your logistical options, global strategic projections and mission-critical B2B and B2C content.
Asleep yet? Or just confused? Don’t worry I’m not trying to impress you with my superior knowledge or even worse, baffle you with science. Believe it or not all the above phrases have been used to describe, yes, you’ve guessed it, email.
It’s irritating on many levels- the English language has enough words that work as they should and readers appreciate you writing in a style that's clear and concise, unburdened by buzzwords. Jargon does little to enrich our understanding,
“Generally, when people use jargon not to communicate but to impress their audiences with their importance . . . or use it to announce membership in a group, communication suffers and the jargon can quickly degenerate into something close to the twittering of birds."
(W. Lutz, "Jargon." Oxford Companion to the English Language, 1992)
This has been on our minds a lot in the office recently. We’ve developed a great range of tools that will help our clients send better emails to the right people at the right time and we are justifiably proud of what we have to offer.
But, if we tell you that we’ve got some good stuff that will make it easier for you to do your job and get better results, it all sounds just a little bit too simple right?
If however we bombard you with statistics and unnecessarily technical language then are we at risk of hiding behind “smoke and mirrors?”
Nobody said writing would be easy. If you fall back on easy cliches and the latest jargon you risk turning off readers or buyers. Either they don't know what you're talking about or they can see through the hype.
Technology and marketing industries are fertile grounds for the growth of the latest buzz words but whatever industry you are in, you have to make sure that what you are saying makes sense to your customers and clients.
A great business journalist and author taught me many years ago that you should always inform, respect your audience and of course, entertain when you can.
She achieved this by following two rules; always describe something so that a 10 year old can understand it, and, before you commit your words to print, ask yourself if you would feel foolish saying them in a social setting.
Simple, isn’t it?
Unfortunately we are all guilty of getting swept up by the latest trends in “communication speak,” not to mention the dreaded office jargon. But, if you want to avoid your target audience switching off, apply these rules and you won’t go wrong.
Now, if you'll excuse me, I’m off to seamlessly integrate the inaugural dissemination of some game-changing ideas into a scalable framework embedded in legally framed workflows, to incentivise staff and other stakeholders, utilising the aligned perspective of confection resources. In other words, I’m popping to the shop to buy us all some chocolate.
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