Business jargon – why it’s more than just annoying.


We’ve all done it. It’s often easiest to grab that opportunity for clichéd jargon with both hands, as you articulate your blue sky thinking, and permit others to comprehend your new synergised strategy for the business.

But complicated business jargon can actually be bad for business. You’ll just end up confusing your customers.

Two cases in point:

  1. Last week Hampshire County Council left their residents in a right pickle, after sending out letters telling people the cost of care was going up – what they didn’t tell them was by how much. Instead, the letters waffled on without getting to the point. The council leader said: "On reflection, a courtesy letter saying 'be prepared for these costs' does result in these problems." He said letters with the exact amount would be sent out next week.
  2. Passenger Focus, the consumer watchdog for train companies, this week said ‘bewildering jargon’ on tickets needs to be cut to make it easier for passengers to buy tickets online. Because of jargon some passengers are paying too much for their train tickets.


So there you have it. Jargon might make you feel like you know what you’re talking about, but the rest of us won’t have a clue.

 


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on Jul 25, 2011

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