The Art of Simplifying Tech Jargon for the Average Consumer

The Problem with Tech Jargon

Tech marketers often get caught up in a whirlwind of industry-specific jargon and hype, resulting in communication that is heavy on buzzwords but light on clarity. When these marketers put pen to paper, or fingers to keyboard, the end result can be a confusing mess that leaves potential customers scratching their heads.

For instance, have you ever spent precious minutes trying to decipher a press release, only to give up in frustration? You might then visit the company's website, hoping for more clarity, only to be met with more jargon and vague promises of a "solution" to an unspecified problem. The cost of the product? That's often kept under wraps. How to purchase it? That information is often equally elusive.

A Plea for Clarity

Here's a piece of advice for those trying to promote or sell tech products: ditch the jargon and describe your product in a way that even the least tech-savvy person could understand. Perhaps Aunt Mable might be interested in your product if you simply told her what it is and how it could benefit her.

Consider this: when you sift through your junk mail, do you see McDonald's advertising their "proprietary, integrated nutritional solution"? No, you see them advertising their burgers and fries, with prices clearly stated. This straightforward approach has worked well for companies like McDonald's, GAP, and Ford. Why not try it in the tech industry?

The Power of Plain Language

While spewing tech jargon might impress other marketers or industry insiders, remember that these are not the people who will be buying your product. Your target audience is the general public, and they won't waste their time trying to decipher marketing material filled with 'bummph' (a term coined by my grandfather, meaning 'nonsense').

Instead of telling me about your "remarkable new solution that promotes integrated data management of media content," tell me what you're selling, why I might need it, and how it can help me. Use plain language. Give examples. And please, tell me the price.

The Importance of Price Transparency

When I walk through a shopping mall, every item on display has a clearly marked price tag. This approach seems to work well, based on the number of people I see filling their carts. Have you ever noticed the items for sale at the cash register in supermarkets? How many people would buy that magazine or pack of gum if they had to email for pricing and ordering information, then return two days later when the information arrived?

A Quick Quiz

Before I wrap up, here's a quick quiz to see if you've been paying attention. Please answer the following question:

Q. I am reading this article because: (pick one)

a. It's an integrated, information distribution solution that enhances my awareness of the issues generated by and pertinent to digital technologies. b. It's an integrated solution to entertainment and time management challenges. c. It's got some cool business information and the price is right.

If you selected 'c', please share this article with the tech marketer of your choice.