Technology companies are probably the worst—but not the only—offenders when it comes to spouting jargon that nobody else really understands. I’m not impressed when someone spews out a rapid-paced string of verbal confusion, and I don’t have time to try to sort it out.

Like most writers, I'm bombarded daily with news releases and article pitches. If I can’t open an e-mail and understand what the sender is trying to say in about five seconds, I’m on to the next message. If I’m at a business function—particularly a networking event—and someone can’t explain his business to me in 15-20 seconds, I’m moving on.

If you want me to write about you or for you, or if you want me to buy something from you, you’ve got to make me understand the benefits you offer—and do it quickly.

Am I unique in this? I don’t think so. Life is too short to struggle with trying to understand something you may not need to know.

David Meerman Scott wrote a great entry in his blog about PR people. I recommend reading “Attention PR people: Please speak like human beings” and apply the advice to all of your business communications.

Get to the point clearly and concisely, using words your audience will understand.

 

Jacquelyn Lynn
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