It seems like every time you turn around there is a new business training program out there or someone has writing a book about the “latest and the greatest” way to conduct business better, or say something in a different way. When you stop to look at these programs or books, most of these are not new ideas but merely repackaged in a new or different way. As our world becomes more connected digitally and the speed of business increases, we have forgotten the motto of “keep things simple”. We have gotten sidetracked and forgot that in business it is better to inform than to impress. Companies continue to try to impress by using jargon or creating new acronyms rather than just using non-business, everyday language. As Mark Twain once said, “I notice that you use plain, simple language, short words and brief sentences. That is the way to write English- it is the modern way and the best way. Stick to it, don’t let fluff and flowers and verbosity creep in.”
Today’s primary currency is not money but information. If companies are to remain leaders in their respective industries and fields, they must remain “thought leaders”. Consumers and employees look not only to their leaders for inspiration but more importantly for information. This cannot be accomplished by focusing on flashy complicated jargon but rather using language that will resonate with the audience we are trying to reach. As a salesperson or businessman, a large component of information as currency is persuasion; however this does not need to be weighted with nonsensical jargon. I believe today more than ever we have underestimated the value of persuasion. It is not only a critical part of negotiation but is used on a daily basis, in many areas of life. This can be demonstrated in simply asking for something from your boss such as additional time off or as complex as interviewing for a promotion. How important is persuasion in negotiations or day to day business? A study was done in 1995 by Donald McCloskey who concluded that one quarter of the gross domestic product is linked to persuasion. Persuasion is not about the jargon we use but rather it’s about how we say share the information and the words we use that is important.
If you watched this year’s Super Bowl you saw a great example of a company that took a simple idea and advertised it in a persuasive way. Notice as you watch the video below how they avoided jargon, remained simple and yet were persuasive.
Today’s primary currency is not money but information. If companies are to remain leaders in their respective industries and fields, they must remain “thought leaders”. Consumers and employees look not only to their leaders for inspiration but more importantly for information. This cannot be accomplished by focusing on flashy complicated jargon but rather using language that will resonate with the audience we are trying to reach. As a salesperson or businessman, a large component of information as currency is persuasion; however this does not need to be weighted with nonsensical jargon. I believe today more than ever we have underestimated the value of persuasion. It is not only a critical part of negotiation but is used on a daily basis, in many areas of life. This can be demonstrated in simply asking for something from your boss such as additional time off or as complex as interviewing for a promotion. How important is persuasion in negotiations or day to day business? A study was done in 1995 by Donald McCloskey who concluded that one quarter of the gross domestic product is linked to persuasion. Persuasion is not about the jargon we use but rather it’s about how we say share the information and the words we use that is important.
If you watched this year’s Super Bowl you saw a great example of a company that took a simple idea and advertised it in a persuasive way. Notice as you watch the video below how they avoided jargon, remained simple and yet were persuasive.
In summary, keep these points in mind:
1. Use non-business speech in the workplace. “Remember, you don’t have to lose your personality when you step into your workplace on Monday morning.”
2. Avoid using acronyms. Never use your own internal company acronyms when speaking to a customer. This will inevitably make the person feel like they are an outsider
3. It is better to inform that to impress.
4. To be an industry leader, remember that information not money is today’s primary currency.
5. Straight talkers usually get more credit.
In “Why Business People speak like idiots”, author Brian Fuguere, so poignantly states “When you have nothing to say jargon is the best way to say it.”
1. Use non-business speech in the workplace. “Remember, you don’t have to lose your personality when you step into your workplace on Monday morning.”
2. Avoid using acronyms. Never use your own internal company acronyms when speaking to a customer. This will inevitably make the person feel like they are an outsider
3. It is better to inform that to impress.
4. To be an industry leader, remember that information not money is today’s primary currency.
5. Straight talkers usually get more credit.
In “Why Business People speak like idiots”, author Brian Fuguere, so poignantly states “When you have nothing to say jargon is the best way to say it.”
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