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25th November 2014
Categories: Business TipsBusinessesGeneral

Connect with your Audience – Drop the Technical Jargon

Estimated Read Time: 5 minutes

When marketing your business, we believe that placing your customer first is a must. But when communicating your marketing message do you prioritise your clients or do you alienate them?

Sales people standing in a city talking sales jargon.
Sales People using Jargon

Psychologists believe that only 7% of communication is transmitted through the actual words you use, with the rest consisting of body language (55%) and tone of voice (38%). These are all fascinating figures but what do they tell us? What this all really means is that the language you use to communicate with your customers isn’t particularly important, if your message is accompanied by body language and tone of voice. However, these cannot be communicated online. So the language you choose becomes paramount.

A wealth of information and alternate products, quite literally at their fingertips, gives your customer’s more freedom than ever before. So it’s up to you to ensure you satisfy their expectations first time around. If you want to achieve this, the language you use will be important. It may impress industry experts, but technical jargon will just confuse many of your prospects. If you want to build the foundations of a sustainable customer relationship, ensure that you clearly communicate what your business offers in straight forward simple English. Otherwise you may find yourself losing customers to your main competitors.

Understand your Customer through Social Media

58% of Facebook users engage with UK brands
39% or Twitter users have tweeted about a UK brand

Social Media. No doubt you’ve been told countless times that your business should take advantage of it. Well, here comes another gentle reminder. Social media allows you to better understand your target market. You can do much more than just connect with your customers, you can actually understand who they are and more importantly, the language they use. Social media can actually be an invaluable research tool, all you have to do is use it.

You can execute some market research to identify both what you customers are talking about but also how they’re talking about it. The language they use can then be reflected in your communications, not just on social media but also on your website, in your emails and any other online marketing areas that you utilise. Your customers will be more understanding and accepting of your marketing message, if it communicated in a language that is familiar to them.

Technical Jargon

So why shouldn’t you use technical jargon? Simply put: to get more business. That’s something we all want. Technical jargon is still being used by many businesses today, however in most cases, it does more harm than good. Your customers, both existing and potential, will respond better to a marketing message they can understand and relate to. Technical jargon, that they don’t know, will only confuse and irritate them. By removing the technical jargon and humanising your content, you’ll see an increase in engagement and an improvement in the responses you receive.

In summary, consider the language you use to communicate with your audience. Make sure it’s easy for them to understand and is written in a way that is familiar to them. Social media can be invaluable for this. Then tailor your online content to make it easy for your audience to understand and cut out the technical jargon. Make sure that your marketing message isn’t lost in your online communications.

Get your Free Technical Audit

What’s the worst technical Jargon you’ve come across. Were you impressed or did it make you feel alienated? Let us know in the comments and you could win a free SEO Technical Audit to help your website’s SEO.

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