Avoid Complicated Words to Make More Sales

Keeping your language simple and clear helps people understand and trust your business, leading to more sales.

Why Jargon is Bad:

• Confusing: When you use fancy words, customers might not understand what you’re saying.

• Alienating: Complicated language can make people feel like your business is not for them.

• Lack of Trust: Overusing buzzwords can make customers think you’re hiding something.

Real-Life Examples:

1. Yahoo’s PR Disaster:

• Problematic Statement: “We are simplifying our management structures to increase collaboration and ideation.”

• Translation: They were laying off employees.

• Lesson: Using vague language can confuse and upset people.

2. WeWork’s IPO Fiasco:

• Problematic Statement: “We are a community company committed to maximum global impact.”

• Translation: It didn’t explain their real business, leading to a failed IPO.

• Lesson: Clear communication is essential to build investor confidence.

3. Microsoft’s AI Chatbot PR Meltdown:

• Problematic Statement: “Leveraging our innovative frameworks for ethical engagement.”

• Translation: They faced backlash for inappropriate chatbot behavior.

• Lesson: Simple apologies work better than complicated ones.

Why Jargon Fails:

• Confusion: People don’t understand what you’re saying.

• Alienation: Customers feel excluded by complicated language.

• Lack of Trust: Overly complex language can make people suspicious of your intentions.

What to Do Instead:

1. Be Direct:

• Simple Statement: “We’re having a sale!”

• Complicated Statement: “We’re offering value-added incentives to boost consumer purchase behavior.”

2. Use Real Words:

• Avoid: “Synergy,” “ideation,” “paradigm shift”

• Use: Clear, everyday language that customers understand.

3. Tell a Story:

• Example: Show real people using your product and how it helps them.

4. Be Conversational:

• Write as if You’re Speaking: Make your messages feel personal and friendly.

5. Test Your Copy:

• Get Feedback: Show your marketing to someone outside your industry. If they understand it easily, you’re on the right track.

Conclusion:

Avoid using jargon in your marketing. Use simple, clear language that everyone can understand.

This makes your business more approachable, builds trust, and helps increase your sales.

Speak directly to your customers and make your message easy to understand to connect better and grow your business from home.

Alun