Ditch the buzzwords and jargon in your business writing
Buzzwords and jargon contaminate business writing. They are contagious like the flu, spreading through professions, industries and organisations in various strains. I joke with my lawyer friend Brendan about his bad case of ‘the vernacular’, which is rife amongst his legal peers.
Jargon is specialised terminology or expressions used by a profession or group that are difficult for others to understand. Buzzwords are words or phrases (often jargon) that are fashionable at a particular time or in a particular context, and often used to show off status or knowledge. Espousing buzzwords you might be inclined to ‘think outside the box’ while you ‘give 110%’ and ‘drill down’.
The problem with jargon and buzzwords is that they disrupt communication. Jargon is alienating. Buzzwords quickly become tired, overused and meaningless.
The aim is always communication
In business writing, the aim is (well it should be) to communicate. And that’s not as straightforward as you’d think. As George Bernard Shaw says: ‘The single biggest problem in communication is the illusion it has taken place.’
Communication is only achieved when a message is sent, received and understood, and that process is impeded by noise. As there is more clutter and noise than ever before, particularly online, being seen and gaining enough attention to be understood is increasingly difficult. So there’s an even greater need to to ensure your message is received and understood easily and quickly.
Thus using common language makes common sense. You need to think of your audience and communicate clearly. Overusing jargon and buzzwords creates too much room for miscommunication and incorrect interpretation. It doesn’t build credibility. It’s also lazy and sounds pompous. There is no room for self-indulgence and self-importance in communicating with your target customers.
Writing tips
So what can you do to effectively communicate and ensure your message has been received?
Consider your audience – always think about who you are writing for, and write to them and their level of familiarity with the topic.
Write clearly and be specific – avoid vague and awkward writing, and use an active voice.
Write concisely – get to the point, people don’t have time for wordiness and long-winded writing.
Use simple language – use Plain English; avoid jargon, buzzwords, cliches, slang and complex vocabulary.
Repeat key messages – people usually need to comprehend information a number of times for it to sink in and be remembered.
Use stories – this is how you can create interest and engage your reader.
Effective communication ensures a positive experience with your brand and builds reputation and trust. So ditch the buzzwords and jargon. Using stories, simple language, concise and clear writing, and focused messages will take your writing ‘to the next level’.
