Lose the jargon, win the business
Last week, a prospect reached out to me and asked me to review their website.
While the site had a clean design and was blessedly free of dense text, the name of the firm confused me immediately: Actuate.
(If you know what that means without looking it up, kudos to you - and you're smarter than I am.)
Unfortunately, the firm's name did not spark my curiosity, nor did it impress me.
I instantly thought, "Oh god. I guess I have to look up this word. More work, ugh!"
Now, I do not doubt the founder(s) put tremendous time and thought into naming their company, and felt proud of their choice.
But from my perspective, the name threw the firm right over a cliff and into the death valley of confusion.
Please don't do this.
When you write or speak (or name your firm), choose clear, simple words.
Because if you confuse, you lose.
If you catch yourself using obscure words - or god forbid, inventing a term - stop.
Ask yourself if a fifth-grader would understand your words and explanation.
If not, go back to the drawing board.
You want to connect with your audience, not alienate them.
While some people are fearful that this means you are dumbing down your content, I would argue the reverse.
I bow down to the expert who can communicate a complex concept with clear, simple language.
Why? Because they are able to reach exponentially more people.
I will happily give that expert my time and attention, and may even become a customer or donor.
David Oglivy, the legendary advertising executive, once said, "Our business is infested with idiots who try to impress by using pretentious jargon."
Stay away from the temptation of using jargon and obscure words, and everyone benefits - including your business.
