Jargon-busting: Why businesses need to keep it simple when explaining what they do.

This month, Gavin McLoughlin , Director in our Financial Communications division, explains why businesses need to keep it simple when explaining what they do

If you were to describe the iPhone to somebody who had never heard of it, what would you say? It’s probably safe to assume your explanation would include the terms ‘phone’ and ‘internet’. It would not include the phrases ‘telephony’, ‘connectivity’, or ‘hardware solution’.

Jargon and acronyms are a convenient shorthand within a business or an industry. This usefulness leads to frequent usage in everyday conversations with colleagues.

Unfortunately, frequent usage and the comfort that follows mean that jargon can leak into conversations with others, who may lack the same familiarity with the detail. The result in many of those cases is frustration, bewilderment, bemusement, mis-communication, awkward explanations, mockery or some combination of all six. The opportunity for effective communication is lost.

In dealings with the media, it is a good idea to avoid jargon and convey your message in conversational language that is easy to understand.

That applies to dealings with potential investors too. The old adage says that people should never invest in something that they don’t understand. If you are a business seeking to raise investment, it’s your job to make potential investors understand what you are doing. If you can’t do that, why would you deserve their money?

All the frustration and irritation with jargon is easily avoided. First you need to be aware of your usage of jargon, and second, you need to consciously take steps to avoid it. Consider compiling an anti-jargon style guide along the following lines:

·??????Instead of “solution” – use “product” or “service”

·??????Instead of “the learnings” – use “the lessons”

·??????Instead of “our asks” – use “our requests”

·??????Instead of “reaching out” – use “contacting”

·??????Instead of “thinking outside the box” or “blue-sky thinking” – use “thinking creatively”

Incorporated into your style guide could be some general tips on how to deliver your messages more effectively

1.??????Get straight to the point

When you are asked what your company does, don’t embark on a jargonistic description that might be found in an annual report. Instead, provide a succinct explanation of how your company addresses a practical problem.

For example, do not describe yourself as a leading provider of end-to-end managed IT solutions. Instead, you help customers to grow their business by making sure their IT systems run smoothly and securely.

2.??????Use examples that everyone can relate to

When we listen to someone giving a presentation or a radio interview, we don’t take in everything that is being said. The mind wanders. People get bored.

Telling stories that people can relate to helps make people listen. Strengthen your practical, succinct explanation with a relatable example.

“Everyone who has ever used a mobile phone will have experienced their signal dropping out on a call. It’s extremely frustrating. We’re helping to avoid that with our Signal Booster 3000 which makes the signal 90pc less likely to drop.”

Capturing people’s attention and making them engage with the story of your business matters. If you can’t get investors interested, you’re not going to win investment.