Words matter
Words do matter. Especially in business.
For many of your stakeholders, written communications–websites, blogs, newsletters, email messages, letters, etc.–are the primary, or only, way they stay in touch with you. So your choice of words is important.
You can alienate your customers if you use too much industry jargon. It may be a term of art in your industry, but will your customers be impressed with your understanding of the industry, feel foolish that they can’t make sense of what you are saying (and too embarrassed about that to tell you), or feel patronized that you are trying to impress with important-sounding words?
Industry jargon can keep customers at a distance, so think about your choice of words. Don’t go out of your way to remove an insider term, though, if it really is the best way to get the message across. Just think first: is there an easier, clearer way to convey the same meaning?
Engaging customers is a tricky business and, no matter what you do, some customers will never be receptive to your message. Just remember next time you are drafting a communication to your customers or other stakeholders: word choice does matter.