Balancing Jargon & Voice To Be Anything But Generic | Episode 94

Hello hello and welcome back to the Purpose & Progress Podcast.

Ahh jargon. The love-to-hate-it-can’t-seem-to-shake-it words that sneak into our copy and conversations.

Writer and marketing leader Ann Handley explains, “Jargon and buzzwords are the chemical additives of content: You can use them from time to time. One or two used sparingly might help. But add too many of them and the whole thing becomes toxic.”

In most cases, speaking in PLAIN language or adding personality-packed turns-of-phrases is going to go so much further than using the same buzzwords you see all over the internet.

Think about your ideal audience…

Are they wanting to “level up,” or are they seeking something more specific and personal?

Are they “burnt out,” or are they drowning in a sea of admin they didn’t sign up for when they started their business?

Are they “converting customers,” or are they building real relationships with real people?

When you add jargon, yes, it can show you’re part of the industry—an insider who knows how to use words of the trade. But it can also quickly creep into conformity, making you fade away into the marketing and messaging abyss.

Instead, focus on your unique voice. Your unique values. Your unique audience’s language.

Inject THOSE words into your copy, content, and conversations. That’s how you’ll stand out.

As you sit down to draft something new or review your existing copy, remember: Clear is kind. Intentional is appreciated. And values-aligned is memorable.

And if you want to spot-check your copy on the jargon-meter, brainstorm alternative ways to talk about what you do and why it matters, or chat through ideas your ideal audience would resonate with, we can do a Quick Win Consulting Call together.

And then outside of the jargon you probably need to avoid (or use very strategically to show your audience that you speak the same language and that you’re one of them), there’s your voice.

Go to any of your peers’ websites and you’ll likely see a LOT of the same words.

Depending on your industry, it might be “overwhelmed,” “purpose-driven,” or “quality”. Or my personal red flag: “help”.

These could all absolutely be true. But they’re used so often, that their distinct meanings get a bit lost.

Blanket words for general problems and bland solutions.

Not what we want to be known for, right?

Or I had a client once talk about “shifting the jewelry industry paradigm”…which means just about nothing to the typical shopper. (And yes, her customers were very typical.)

To be clear, I’m not throwing any shade here. Maybe these ARE the perfect words to use to describe how you’re uniquely positioned to serve your unique audience. But there’s almost always a better, more YOU phrase you could use.

So when it comes to your messaging strategy, think about all the ways you can jump off the page.

What makes you stand out? What makes you tick? What’s at the heart of what you stand for? What are your values and how can those shine through? And ideally, where does all this overlap with how your ideal customers think and feel and talk?

Unpack your voice, your personality, your values. THEN write your copy.

Instead of “overwhelmed,” maybe your bookkeeping clients are buried under an avalanche of invoices and receipts they didn’t sign up for when they started their business.

Instead of “purpose-driven,” maybe your social impact clients are visionaries who see the potential for healthier lives through healthier supply chains.

Instead of “quality,” maybe your interior design clients create moodboards you can be proud to show to your mom or your architect.

And instead of “helping,” maybe you give your coaching clients the push they need to take life by the ovaries.

*This “life by the ovaries” idea come directly from a recent Quick Win Consulting Call co-creation and I want to use it every excuse I get!

The point isn’t whether you’d say any of the above phrases. The point is to find what you WOULD say.

It’s also not about getting it perfect, then having your messaging be done and dusted.

I’ve used all the most common online business phrases myself. And like everyone else’s, my website is a constant work in progress.

I just revamped my services page to sound more like me, more like my past clients, and more like the future people I want to partner with.

And it’ll change again down the line. That’s ok.

One quick note before you ask (because many others have): sometimes less is more, but sometimes more is more.

Yes, being concise (like in your elevator pitch) is important. You need to be able to capture your ideas with a few quick, resonant words.

But sometimes, it’s worth using the extra real estate and attention span to elaborate just a little.

For example, “I give you the push you need.” is a lot less spicy and specific than “I give you the push you need to take life by the ovaries.”

So use your discretion. Find your voice. And start sharing message that matter.

And of course, you don’t have to do it alone. Get outside perspective from a business bestie, mastermind group, or with something like my Quick Win Consulting Calls.