When Should You Use Jargon in Your Copy?

It can be confusing whether you should use jargon in your copy. If you use too much jargon, you run the risk of confusing your prospects and making the copy hard to read.

On the other hand, if your audience understands the jargon, but you made the copy too simple, they may get annoyed. They want to get the facts straight away through the jargon. Having everything spelled out for them wastes their time.

So what's the solution? The answer is: It depends on your prospect.

If your prospect is “in the know” about the jargon, it's better to use jargon. Using jargon allows you to communicate your ideas more efficiently. They'll also feel more rapport because both of you understand the jargon.

But if your prospect doesn't understand any of the jargon, it's better not to use jargon. If you have to use a term, explain what the term means in plain, simple language.

Let's say you're selling a computer. If you're selling to someone who knows about computers, you'd sell him on the computer's specifications. You'd tell him it's a Quad-Core 2.4 GHz with 4 GB RAM, a 500 GB hard drive, and a 24-inch widescreen LCD monitor. That'll get him drooling. He'll instantly know what you're talking about and knows the benefits of the jargon you mention.

But for a prospect who doesn't understand those computer specifications, it's going to leave her puzzled. You'll have to explain it to her in plain English. Tell her that the computer will triple her productivity. The monitor will give her less eye strain. It has a large viewing area for her viewing pleasure, and larger monitors are proven to increase productivity. The hard drive is large, so she can store many files without worrying about running out of space.

For a computer savvy prospect, explaining all those benefits may annoy him because he already knows what the benefits are. Explaining it to him will only waste his time. So it's better to get straight to the point by giving him the jargon.

So whenever you're faced with the question “Should I use jargon?” always consider your prospect. If your prospect is someone who understands the jargon, then use jargon. If your prospect doesn't understand the jargon, then don't use jargon.

Francis Lui is a freelance web copywriter with web technical skills. To get FREE web copywriting and Internet marketing tips, sign up for his FREE newsletter, The Web Copy Letter, at http://www.francislui.com/.