Jargon – Last refuge of the scoundrel

By Richard Croxford, Senior Copywriter, UK

Jargon is the enemy of clear writing. It clouds meaning and confuses your reader. If you’re a copywriter, avoid jargon at all costs. Use simple words and short sentences.

I wanted to write this blog after reading “Writing that Works” by Roman and Raphaelson – I recommend it.

Here’s some examples of jargon they use:

“Resource constrained instead of not enough people to do the job.”
“In the August timeframe instead of August.”
“Drill down instead of analyse.”

We’ve probably all heard these used in the office.

I have to agree with the authors though, this is a clear case of using big words to seem smart.

It does not work.

They say: “This style of talk is generally heard among middle managers. It seldom comes from the CEO, who, having risen to the top, is less interested in impressing people than in clear communications – and getting things done.”

Your boss, your customers, your clients, all value clear writing. They know it gets results and doesn’t muddy the water.

If you’re a copywriter, jargon can make you seem like you are hiding something in your ads.

It can make you look like you do not know what you are talking about, or you simply don’t want to reveal the truth.

Your readers can see through it and will no doubt be put off by it.

To be honest, it also makes your writing dull and hard to read.

My advice to copywriters: The value of clarity

When you write, think of your reader. Use words they will understand. Keep your sentences short. Be clear.

Clear writing shows respect for your reader. It tells them you value their time. It makes your message easy to grasp. It shows you’re not hiding something.

When you read something overly complicated, it makes you suspicious.

Take the following for example:

Following a thorough review of our financial performance for the last quarter, it has become evident that there have been some unexpected deviations from our projected growth metrics. While we have encountered certain market-driven challenges, it is important to note that our strategic initiatives are still in the process of alignment.

The writer is trying to hide behind big words rather than being honest and coming out to say exactly what the problem is.

Here’s an alternative, jargon-free version:

After reviewing our last quarter’s financial performance, we see that our growth did not meet our expectations. We faced some market challenges, and our plans are still not fully in place.

In this one, at least the writer has been honest.

Yes, the boss might still be annoyed, but at least she won’t think the writer is trying to pull the wool over her eyes!

Good writing is not about showing off – it is about being understood, and jargon gets in the way.

Jargon builds walls between you and your reader.

When you are tempted to use jargon, stop and ask yourself why.

Are you trying to sound smart?

Are you afraid of being simple because the reader will understand what you’re saying?

Remember, simple is strong and jargon is the last refuge of the scoundrel.

When his mistakes and shortcomings have become evident, he’ll try to mask it in overly complicated words.

Don’t do this. Be honest in your copywriting – it will take you much further.

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(Full disclosure: I wrote this as an exercise to see how brief, cutting, and sharp I could be in my writing. Let me know what you think!)