Using industry jargon can be counterproductive, warns expert

June 17, 2010 - PRLog -- Plainfield, Indiana – Companies that attempt to communicate with stakeholders by using inside terminology and abbreviations run the risk of having their messages ignored or misunderstood, says veteran copywriter and marketing consultant Scott Flood of Scott Flood Writing.

“A great example is a local car repair shop that posted a sign promoting a special on something called ‘LOF.’ I knew what the sign meant, but how many motorists realized that ‘LOF’ is an auto industry abbreviation for ‘lube, oil, and filter,’ or what most of us call an oil change,” Flood says. “I wonder how many drivers who were in need of an oil change drove by because they didn’t know what was being sold.”

The medical field frequently uses abbreviations and jargon to communicate with patients and their families, Flood adds, and misunderstandings with health issues can be dangerous. “I’ve heard medical professionals tell family members that a patient has to be NPO the night before a procedure,” he recalls. “How many know that simply means no food or water?”

“What’s more, many people are too embarrassed to ask for a definition or clarification, so they don’t really understand what they’re being asked to do. That increases the likelihood that they’ll do something incorrect.”

Flood says that the most effective way to communicate with prospects, customers, or any other stakeholders, is to speak in their language. “Save the shorthand and the jargon for your co-workers or employees,” he says. “Never assume that outsiders understand your inside language.”

Scott Flood Writing (www.sfwriting.com) provides effective print and online copy to companies and other organizations.

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