Jargon and JunkSM. SoMe. SMB. SoLo. SoLoMo. SEO. FB. LI. G+. PPC. PTAT. Organic. Viral. Feed. Bounce Rate. Conversions. And these are just a few of the acronyms, abbreviations and other jargon that many in the technically savvy social media, content development and website design worlds bandy about on a daily basis.
I read voraciously to keep up with what’s going on in the general marketing world and the social media and blogging worlds. So I’m pretty up on most of the jargon. And if I spot one I don’t know I look it up, which I think is a holdover habit from my many years of reading real books. But I find the jargon distracting and I think we should junk it. Or at least slow down in the creation of new jargon. Please!
I’ve written before about language issues. Marketing is all about communication between seller and prospective buyer. Things that interfere with that communication – jargon that the potential consumer doesn’t recognize – are huge inhibitors to effective marketing.
When you are trying to appeal to the gut instincts of a prospect, to engage them emotionally and to convince them to respond positively to your call to action, do you want them to be interrupted by the need to Google a piece of jargon, most likely losing the landing page in the process?
Am I making sense here? Think about the process, think about the prospect and think about the precision with which you wordsmith your marketing messages. Abbreviations, acronyms and other jargon may help in keeping your tweets to under 140 characters, but how many people buy immediately based on something they see on Twitter? If you use Twitter for marketing you’re hopefully trying to drive traffic to your website where you can do a proper job of explaining the offer and enticing the buyer to click on that PayPal button.
The next time you’re tempted to create a new junk word, please give it a second – or even a third – thought. Does it contribute to better understanding or does it just confuse or frustrate a person unschooled in the nuances of your expertise?
TFR this piece. I hope my discussion gets to TRW. Comments, as always, are solicited. THX.
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