On three particular occasions when I’ve answered the “tell-me-about-your-business” question, jargon caused a problem.
Jargon, or insider-language, creates communication gaps that can cost you opportunities.
Think about the “corporate-speak” you use when describing your business, service, or product to someone. Are you using language only those in your niche or who do your brand of work would understand?
Throw around jargon in a conversation and you might as well be speaking a foreign language no one in the room speaks, according to marketing consultant, Ilise Benun,
“If you were at a work-related function in, say, New York or Chicago, would you address people in Portuguese? Probably not. But you’d be surprised by how many businesspeople lapse into foreign “languages.” I’m talking about using technical or industry-specific jargon.”
She adds…
“Using words or phrases that have special meanings within an industry is a sure way to stop a conversation with someone outside the industry well before it’s started.”
In my previously mentioned conversations I somewhat casually answered, “I’m a copywriter…” A few minutes later I was re-explaining that…no…I don’t assure people their documents, marketing resources, brands, etc. are secure from people maliciously inclined to steal them and make them their own – that’s *copyrighting*!
Get the picture…
While those in marketing circles understand what copywriting is (my business) many, I’ve discovered, do not! My lack of language-sensitivity created an awkward moment all the way around.
So…here’s how to watch your language:
**Speak the native tongue**
I’m all about relevance…relevance…relevance! Keep your *talk* relevant to the moment. Remember the *barstool test*. Be conversational – ask yourself, “Would I use these words if I were in a conversation with them while sitting on a barstool…?” A networking opportunity or event is essentially that – a moment where casual, conversational language enhances opportunity. What are the “natives” speaking? Lose the jargon and industry-speak.
**Tweak your spiel**
You’ve got one…a spiel…right? I’m talking about your 10-15 second commercial for your business, product, or service.
Benun recalls, “…for me, instead of saying, “I’m a marketing consultant,” I could say something like, “I show people who work for themselves how to get the clients they want.” You get the point…”
As a copywriter, I’ve chosen to say something along the lines of, “I help business and service professionals create effectively worded promotional resources…” Or, “I write compelling resources that help businesses sell their services/products…”
Take a moment…review your resources…underline the jargon…decide to tweak the wording and how you talk to your prospects and clients about what you do/sell.
**Seek common ground**
Industry insiders know the jargon. To them, it says you’re in-the-know and credible. That’s common ground.
But…
When conversing or promoting to industry outsiders (the bulk of your business) listen…then speak and write to what you’ve heard. It’s more impressive – when gaining interest – to invest time picking up signals and language by listening than it is droning on and on until their eyes glaze over – unimpressed.
Good conversation like good written communication is an art. Learn to measure your artistic ability by how soon and often the conversation continues. Clear, compelling conversations lead to opportunity…and opportunity leads to profit.
Jettison the jargon!