"Jargon Or Not To Jargon?" How Should Tech Companies Write?

When it comes to communicating with customers, should companies embrace jargon or opt for simpler language? This debate has been ongoing, with experts and studies offering different perspectives. Bart Egnal, in his book 'Leading through Language: Choosing words that influence and inspire,' argues that jargon frustrates, confuses, and alienates listeners. But is that always the case? What if the business you have built serves a niche market? Let's dive into the discussion and explore whether companies should use jargon on their websites and marketing materials...

Don't alienate potential audiences with jargon

A study conducted by Ohio State University sheds light on the impact of jargon. It revealed that the use of difficult, specialised words sends a signal that tells people they don't belong. Even when these terms are defined, it doesn't alleviate the feeling of exclusion. Assistant Professor Hillary Shulman, who led the study, commented, "You can tell them what the terms mean, but it doesn't matter. They already feel like this message isn't for them."

These findings highlight the negative effect jargon can have on engaging a reluctant audience. It creates a barrier, preventing meaningful connections and making potential customers feel left out.

Rin Hamburgh, founder of copywriting agency and consultancy RH&Co, offered this advice:

How much does the persona care about the topic? If they’re committed to engaging with your content then they might be willing to wade through some jargon but if you’re hoping to hook a reluctant reader, you might want to dial it back. In my experience, if you’re in any doubt, choose the more human way of saying something - or start technical and follow up with a human explanation. It’s very rare that you’ll put people off by being too human.

So have a think about the purpose of the material you are writing: Is it a social post looking to build brand awareness? Or maybe you're inviting an audience to attend a webinar where they can find out more about you? Or is it your homepage where you have no clue who might be landing on it (but you know they are sniffing around your business). These might be instances where you can dial down the jargon.

I find that the purpose of marketing is to either educate or engage an audience, and ultimately build connections. Along this vein, isn't it in a businesses best interest to enter their market with open jargon-free arms?

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Tell people what it means for them, not how you do it

When I bought a phone, I didn't need to know about the hardware intricacies, I just needed to know how many photos I could take before my memory would fill up. And when I bought my laptop, I didn't need to know the ins and outs of the battery pack: I just wanted to know how long I could go in a cafe without any plugs.

I've seen many tech businesses filling their websites with complicated jargon, forgetting their storytelling and focussing solely on what their product does, rather than how it can help their potential customers. With the fast pace of the technology industry, it's essential not only to educate the market about the innovations taking place, but also find a compelling way to set your business apart from the competition.

Rachel Savage, queen of startup story telling and founder of Brand New Story said:

One of the first rules of marketing is ‘know your audience’. Sadly the tech world has missed the memo and remains awash with its own language. BS, aka business speak, is completely unfathomable and just plain BORING to most people. So many companies bombard potential clients with technical phrases and terms that their reader knows nothing about. There’s no excuse for it in the digital age. When you look and sound like everyone else in your field you're missing a trick – and failing to connect with people. It’s time to ditch the BS and embrace the language of your customers. Make them the hero of your story, not your brand. And remember, B2B is not business to business – it's person to person.

This feeds into the language you may want to show on your website. In today's digital society, businesses must connect with audiences on a deeper level. This is where brand storytelling comes in. Storytelling not only increases your brand favourability in your audience's eyes, but it can also be up to 22 times more memorable than facts. Brand storytelling is the narrative that weaves together the facts and emotions your brand evokes. It tells the story behind your brand and why it matters. Consistently sharing your brand's story across all communication is crucial for success, so treat brand storytelling as a compass for your marketing strategy and watch your business's visibility, profit, and impact grow.

The B2B space has a place for jargon

It's important to acknowledge that there are some pros to using jargon as well. For instance, jargon can help build authority and establish expertise within a specific industry or field. For example, your target market could well be technical-minded individuals who are looking for solutions to help them with their day job. Heather Stritch, SEO and content manager for AI V7 Labs said:

There’s a fine line between universal messaging and broad brush strokes that isolate your target demographic. Be careful not to embrace jargon-free language, at the cost of grinding the sharpness of your messaging into an ineffective nub. Greet your customer where they are, speak on their level, and be brave enough to embrace technical detail when it’s called for. When it comes to content marketing, SEO, and brand positioning, you need to strike a balance between clear communication - and laser-focused messaging.

When it comes to SEO strategies, many B2B businesses research keywords and develop content that maps the different stages of a buyer's journey. At some point, those keywords may become technical, and you will want to address them to move a customer through the buyer's journey toward a purchase.

For example, an accountancy services firm may have potential buyers who start by typing "How do I read a balance sheet?" Then, the next day, they may search for "5 elements of a balance sheet," followed by "How do I calculate the amount of sales tax that is included in total receipts?" If you're wondering what the internet is asking Google about a particular topic that you could address in your content strategy, check out Ask The Public.

This is relevant for your "sales", i.e. the pages on your website that you deem the most important to create a sale (rather than engaging or educating an audience). This could be a product demo page, or a page written specially for one of your personas. Heather shares...

If you’re marketing advanced MLOps infrastructure to technically minded people that prioritise state-of-the-art AI solutions… well… describing it as “nifty” isn’t quite going to cut it. You undercut your messaging and frustrate your audience, all in a misguided pursuit of “jargon-free language." Interrogate what jargon-free means for your customers, be confident enough to convey your expertise, and be empathetic enough to do it in a way that’s engaging, valuable, and meaningful.

Indeed, technical language can create a sense of exclusivity, signalling to insiders that your company is well-versed in their domain and best placed to help them. If you've read this far, you've likely picked up a main point in this debate: It's all about knowing your audience and the point they are at in their buying journey. As Rin said:

If they’re highly technical, they’ll accept - and even want and expect - more jargon.

So... How do you determine if you should be using jargon? Some top tips:

While jargon can serve a purpose in certain contexts, companies should exercise caution when incorporating it into their marketing materials. Here are a few points to consider:

Know Your Audience: Understanding your target audience is crucial. If your customers are industry professionals or decision-makers who are familiar with the jargon, using it strategically can demonstrate your expertise and credibility. However, if you're targeting a broader audience, it's important to ensure that your messaging is clear, relatable, and easily understood.
Clarity and Communication: The primary goal of marketing materials is to convey a message and connect with your audience. Jargon can hinder this goal by causing confusion and frustration. Opting for simple, coherent language allows for clearer communication and ensures that your message resonates with a wider range of individuals.
Educate and Empower: Instead of relying on jargon, consider providing resources that educate your audience about your industry-specific terms. This empowers your customers by helping them understand your offerings without feeling excluded. Incorporate explanations, glossaries, or video tutorials to bridge the gap between insiders and outsiders.
Context Matters: Jargon may be appropriate in specific marketing materials, such as sales landing pages or in-depth white papers targeting a niche audience. In these cases, using jargon strategically can reinforce your expertise and credibility. However, always balance it with clear explanations and contextual information to ensure inclusivity.

The use of jargon in website and marketing materials can hinder effective communication with customers. While it may have its place in certain contexts, it's crucial to be mindful of the potential barriers it creates. Instead, focus on building meaningful connections through clear and relatable language. By understanding your audience and tailoring your communication accordingly, you can strike the right balance between expertise and inclusivity, ensuring your message resonates and engages with the people who matter most. Ultimately, successful communication is about building bridges, not erecting barriers, and that starts with using language that everyone can understand and relate to.

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