Ok, I admit it. When I was younger, I was what a lot of people viewed as being a “techie”; socially awkward and, at times, perceived to be speaking a different language. When I entered the working world, I observed that I experienced a similar kind of situation. One of my first jobs was in technical support. “I don’t understand what you are saying” was a common phrase I heard because most of the time, I was speaking to someone who didn’t have a background in technology.
Knowing your audience is a key part of communication and, more importantly, content writing for the online world. What happens when you start using language that only a finance or economics major would understand?
Poor choice of language can lead to some interesting consequences. In my personal use case, I would lose the customer’s attention and their trust. Naturally, they start wondering whether you’re the right person for the job.
Speaking and writing in simple, plain terms can lead to increased trust because you’re relating to them as clients who are not experts in your field.
There’s an interesting article online (part of the Invesco White Paper Series), “New Word Order” that I would recommend you read. The essential theme of the study demonstrates that the average investor isn’t interested to learn about all the complex language that you’re using. They just want to know whether they’re achieving their goals and whether their money is safe.
If I extend this theory to the online world, I would bring it all back to search. The trick to keyword search and being found, is essentially guessing what common search words would be used.
So if you’re prospects and customers don’t understand what you’re saying, what makes you think they’ll be searching for you using the same language?