In a recent survey of fifty of our client’s clients, we attempted to get the bottom of whether jargon has a value within communications. We’ve always maintained it doesn’t and have favoured clear language and the banning of acronyms. It’s a constant arm wrestle with clients, particularly those who provide professional services and wish to find unique ways to describe what they do.
It won’t surprise you to learn that the results from the research largely agreed with us, however not completely. In the survey of C-suite and senior leaders it was discovered that there was a place for jargon, and in some instances the use of jargon was preferred. This was specifically in situations where individuals were exchanging technical detail for the purpose of solution finding or designing. The use of shorthand, or learned phrases and acronyms within specific industries, technologies, processes and disciplines was proven to be beneficial in highly technical conversation as means to speed up information exchange.
However, it was clear, especially at board level, that jargon and acronyms were not welcome. It is a phenomenon within communication that jargon and acronyms creep into broad, general communications in an attempt to position the author or speaker as expert. It is often believed amongst clients that a demonstration of technical expertise equates to confidence in their abilities and therefore a sure-fire win, or sale. In this instance our survey said that it has the opposite effect to that intended, instead reducing trust and evoking feelings of confusion and frustration. The impact? The loss of a sale, the demise of a project, or lack of buy-in.
So, a word to the wise, keep the jargon for the sharp point of delivery. For other purposes, such as selling, gaining buy-in or influencing opinion, stick with basic and plain language.
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