There’s Nothing Wrong With Jargon

There’s an oft-repeated rule of thumb that says to avoid the use of jargon in everything you write. Like many rules of thumb, that advice is often incorrect.

Use jargon that your audience does not understand, and they won’t know what you are talking about, and you’ll lose their attention for good. But if you write with the jargon they use every day in their work lives, you’ll build connections you may not be able to create with generic words.

That’s because when you use appropriate jargon, you’ll be talking to your audience in their language. You’ll be telling them you understand them and their work. You’ll be signaling that you identify with them and the problems they face every day. And you’ll be building trust so that when you suggest your solution to their problems, you’ll have the credibility that makes them listen.

Here’s an example. I recently had to write a direct response email to scientists involved in cell culture. For those who don’t know, cell culture is a process in which scientists grow cells derived from plant or animal tissues in a controlled, sterile environment. The cells are used to study diseases, produce vaccines, and develop other drugs.

As I conducted my initial research for the project, I talked with a colleague who had worked as a bench scientist in a lab. He made two observations that led me to change how I would approach the email:

• Scientists are not dry, humorless people.
• Scientists have their own jargon for describing their work.

For example, told me that when cell growth is proceeding according to plan, scientists often say their cells are “happy.” That’s the kind of jargon I wanted to use.

So instead of using a safe, generic phrase like “Make sure your cultures are progressing properly,” I used a phrase scientists use themselves: “Keep your cells happy.” It’s warmer, specific, speaks the audience’s language, and tells readers that we know how they talk and work.

I am not suggesting that you use jargon all the time, or that you fill your copy with it. But used sparingly and in the right situations, it’s a signal to your audience that you understand them and their work. But be careful if you are writing for multiple target audiences, such as scientists, executives, and finance people. The jargon that connects with one group can lose the other two.

So, the next time someone tells you to avoid jargon, don’t take the advice at face value. Ask a better question: whose jargon is it, and will the people reading it recognize themselves in it? Get that right, and jargon isn’t a mistake. It’s how you tell your reader you’ve done your homework and know them and their work.