For the 2000s kids out there, think of jargon like your favourite novel. You’ve read all seven books of the Harry Potter books. You know every little fact that Rowling has thrown at you. You know the names of all the spells: Wingardium Leviosa, Stupefy, Expelliarmus, Avada Kedavra. You know what a muggle is. You know the multiple fan-fiction endings of Harry Potter and the Order of the Phoenix. Now imagine that a person is curious about the Harry Potter universe and comes to you for advice. Would you start off with using jargon in your explanations or would you explain to them in minute detail the meaning of the terms that you’re about to use first?
This article delves into the pro and cons of using jargon compared to sticking with your brand voice.
Why Brand Voice Matters More Than Industry Jargon
In today’s content-driven world, some brands overload their blogs, eBooks, and sales pages with jargon. They assume that technical terms make them sound smarter and more credible. But here’s the truth: Jargon doesn’t always build trust.
While professional language can convey expertise, using too much of it can alienate readers who aren’t familiar with your industry. A relatable, human brand voice helps your audience connect emotionally and understand what you’re really saying.
This article explores the pros and cons of jargon, when to use it, when to avoid it, and how to write content that reflects your brand’s personality – not just its industry.
What Is Jargon?
Jargon refers to specialized words or expressions used within a particular profession or field. It often compresses longer phrases into shorthand – for instance:
- KPI for Key Performance Indicator
- SEO for Search Engine Optimization
- CTA for Call-to-Action
While these terms are familiar to marketers or analysts, a general audience might find them confusing. Jargon helps insiders communicate efficiently, but it can also exclude newcomers.
Jargon vs. Professional Language
Jargon and professional language overlap, but they aren’t identical. Professional terms are valuable when they help clarify a point – jargon becomes problematic when it obscures meaning.
For example, saying “improve SEO rankings” is fine for marketers. But in an article for small business owners, it’s better to add context:
“Improve your website’s visibility on Google search results (SEO).”
That quick explanation transforms insider lingo into accessible, professional communication.
Source: Canva
Pros of Using Jargon in Content
Jargon isn’t always the villain. Used thoughtfully, it can add sophistication and value.
1. Creates a Sense of Value
- Industry-specific terms can make products or services sound more premium.
- For instance, “previously owned vehicles” sounds more appealing than “used cars.”
- Starbucks’ use of “tall,” “grande,” and “venti” adds exclusivity to a simple coffee order.
2. Builds Trust and Community
- Using familiar industry language signals you understand your audience’s world.
- A marketing brand that confidently uses “CTR” or “conversion funnel” speaks directly to fellow professionals.
3. Establishes Authority
- Correctly used jargon shows expertise and reinforces authority in your niche.
- Readers might assume that your brand “knows its stuff,” which increases credibility.
Cons of Using Jargon in Content
Despite the potential benefits, overusing jargon can backfire.
1. Creates Ambivalence and Distrust
Studies by the University of Münster and New York University found that readers perceived jargon-heavy writing as less credible. Clear, plain language inspired more trust.
2. Prevents Meaningful Connection
When your message is cluttered with technical terms, readers may feel excluded or confused. For example, instead of saying “We optimize your brand’s KPIs through omnichannel strategies,” try “We help you attract more customers across platforms.”
3. Hurts Search Visibility
Most people don’t use industry jargon when searching online. They type what they think, such as:
❌ “How to improve SEO metrics”
✅ “How to get more website visitors”
Simpler, conversational language aligns better with search intent, helping your content perform better on Google.
Should You Use Jargon in Your Brand Content?
The key lies in knowing your audience.
- If you’re writing for industry peers, a little jargon can strengthen community and credibility.
- If you’re targeting consumers or newcomers, clarity should always win.
Ask yourself:
- Will my audience understand these terms?
- Does this word add clarity or confusion?
- Could I say it in a simpler way without losing meaning?
Other Language to Avoid
Beyond jargon, several other language types can weaken your brand communication.
1. Buzzwords
Overused terms like “synergy,” “holistic,” and “game-changer” can make your content sound generic.
Instead: Use specific, descriptive words that show value rather than tell it.
2. Slang
While slang can make your tone casual, it risks aging your content quickly. A “trending” phrase today can sound outdated next year.
Tip: Aim for timeless phrasing to keep your content evergreen.
3. Idioms and Colloquialisms
Phrases like “raining cats and dogs” or “think outside the box” might confuse global readers.
Instead: Use direct, literal expressions that work across cultures.
How To Write Brand-Voice Content Without Jargon
You don’t need industry jargon to sound professional. You need authenticity and clarity.
Here’s how to achieve that:
1. Identify Your Audience
- Build detailed buyer personas to understand their background, pain points, and familiarity with your field.
- Study how your audience talks – look at social media comments, reviews, and forum posts.
- Mirror their language patterns to make your content relatable.
2. Focus on Simplicity
- Use short, direct sentences.
- Replace complex words with clear alternatives.
- Break down concepts into step-by-step explanations.
3. Define Terms When Necessary
If you must use professional terms, define them once in plain English. Example:
“Our SEO (search engine optimization) strategy helps your business rank higher on Google.”
4. Write Like You Speak
Your brand voice should sound natural and conversational. Imagine explaining your idea to a friend – that’s the tone your audience prefers online.
5. Test and Refine
Use surveys or A/B testing to learn which tone resonates best. Adjust your word choice, length, and style accordingly.
Embracing a Strong Brand Voice
A clear brand voice connects logic and emotion. It’s about showing personality while staying professional – approachable, confident, and consistent.
When you prioritize connection over complexity, your content becomes more human. And that’s what builds loyalty, not just clicks.
Key Takeaways
- Jargon can build authority but risks alienating broader audiences.
- A consistent brand voice boosts trust, readability, and SEO performance.
- Simplicity, empathy, and clarity are the cornerstones of great communication.
In short:
Use your brand voice instead of industry jargon to make your message stand out. Because audiences don’t remember the smartest brand – they remember the one that spoke to them clearly.
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