A lot of businesses think that using jargon gives the illusion that they know what they’re doing. After all, if you speak like a pro you must be a pro, right?
The fact of the matter is that jargon at worst scares people away and at best, confuses the heck out of them. People want to know what you’re about and they want to be able to understand what you’re about in .3 seconds flat.
So while it may stroke your ego using big words that only the most specialised specialists in your field would know, you’re not doing your customer (or yourself) any favours.
Stick to human vernacular. Stick to words and messages that anyone can understand. Communicating with your audience is about one thing and one thing only… engagement. And if you’re using words that they can’t relate to or don’t understand, you’re sure as hell not going to be able to engage with them on a meaningful level.
People want to connect to people, even in the context of a business transaction. People want to know that they’re dealing with a human and not a robot that speaks exclusively in jargon.
So next time you’re writing a piece of communication, keep it simple. Assume that your audience isn’t well-versed in your industry, and please for the love of god, keep the jargon to a bare, bare minimum.