Jargon is so common that it’s hard to differentiate this language from plain English. Just read a few business articles and you’ll come to the same conclusion.
The project has been greenlighted. Let’s put this topic in the parking lot. Close the loop. Paradigm shift.
These are some examples of jargon in the modern corporate vernacular. While some might think peppering an article with buzzwords can help their cause, the fact remains that it’s actually a hindrance.
Why? Language is supposed to connect. The words you choose when addressing a team member or prospective client could cost you business. Jargon can be an unintentional form of obfuscation. You might lose the reader before you even break through the surface–and that’s a shame. Words can build trust and credibility. Relationships are formed when people feel like they can relate to other people or brand personas. However, when you use jargon, you run the risk of making people feel dumb because they can’t follow your message. And no one wants to feel like their intelligence is being insulted. This is counterproductive to rapport building.
Bear in mind that simplicity in language does not have to mean your brand is unsophisticated. You can skip the jargon and still come across as professional. Professionalism comes from a place of confidence and experience. Jargon can come across as over-compensating for a weakness. You have a strong brand, so why detract from it with language that only adds clutter?
Remember: You’re doing business with people. Write for real people in everyday prose and you’re sure to hit a home run.