Originally posted to www.carnsight.com

Time to touch base on corporate jargon.  

Of course, the death of ‘management speak’ is not happening anytime soon. There’s no denying its popularity, and on some levels, it can even be a guilty pleasure. It’s been described as a symbol of workplace status, something we see as performative professionalism. Essentially, it’s ‘human peacocking’, where we parrot the language used by the companies we hold in such high esteem. And it’s built from the ground up – just as an intern is expected to follow the dress code, you can bet they’ll need to know what synergy means. 

But jargon in the workplace doesn’t always need to be carried over to your content. Using overly technical language in written pieces or interviews is a great way to show you know your stuff, but it’s easily lost on your readers.  

Here’s why you can’t approach your content the same way you’d approach a board meeting: 

Content needs to show your personality

In trying to show knowledge and expertise, we often end up using big, technical words, or just anything that sounds slightly fancier than average. But in using overly complicated words to get our point across, we can lose the point entirely. It’s harder to connect with a piece if you have to read every sentence twice, and if it’s not immediately clear what you’re actually trying to say. Sure, it’s impressive, but there’s a fine balance to make before it just gets confusing.  

Engaging content is conversational. It doesn’t read like the latest status report, but flows like a simple explanation of a topic, or a clear point of view. Breaking complex topics down into simple sentences is a great way to build trust with your readers. It can cut down some of the mental effort it takes to understand something new.  

If all the technical knowledge is taking up the word count, there’s no room to put any personality behind the piece. And if you’re churning the same phrases as everyone else in your sector, there’s no way for your content to stand out.  

Content needs to connect with all types of readers

It’s been repeated over and over because it’s true – people want connection. And if you’re using intense sector-specific knowledge, you limit your audience to the select few who understand what you’re talking about. Keeping it simple broadens your audience from people who already know what you mean, to people who want to learn more.  

This also cuts down the waffle, or fluff words. Politicians are often first on the chopping block for this, especially with Gen Z on TikTok. We’re quick to dissect and break down a politician making this big speech that promises a lot, but actually says very little. It creates this sense of disappointment – there’s a disconnect between what we thought we were getting out of the conversation, and what we actually received.  

Cutting the fluff keeps the content straight to the point, and answers the questions right. 

If your intelligence sounds artificial, people will assume it is

People will be quick to pin your words to AI. Where the lines between human words and AI-generated content are getting increasingly blurred, any hint of clunky, unnecessary jargon will be a huge red flag. 

Real human value comes from emotion and personality, something AI can’t replicate. And using long, confusing words can strip content of that human element, again creating that disconnect and potentially harming the trust in your brand. 

There will always be a time and place for corporate jargon, so use it when it matters. But when it comes to content, don’t overcomplicate it. If there’s two words that say what you mean, it’s probably best to stick with the simpler option.  

And if you want to circle back to more writing tips, have a look at our blog: the power of storytelling. 

About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.