The language of specialization, whether it's the "stream of consciousness" in English literature or "market maximization" in economics, often becomes a barrier to understanding for those outside the discipline. This specialized jargon can seem convoluted and not worth the effort to understand for those not directly involved in the field. This isolation may provide a sense of safety for the experts, but it also risks alienating the audience.
The control of language, and thus the control of words, can give one a sense of power. If a language confuses, it may create an impression of superiority over those who do not understand it. This is a significant democratizing feature of the internet. However, the internet has developed its own exclusive language, which has scared many people away from active use. While there has been a phenomenal increase in business on the internet, many users restrict their use to email and basic research. They need precise explanations and understanding, but often encounter unfamiliar terms like "e-zines" (newsletters sent through email), which can dampen their enthusiasm. They want to understand the language without resorting to a technical dictionary.
The introduction of the Apple computer serves as a good illustration of this issue. When people began working on computers, there was constant frustration for those who could use the computer but were not literate enough to navigate the myriad of DOS prompts. Apple's user-friendly system, with its icons and point-and-click method, made computers accessible to everyone, not just the technologically gifted. This kind of democratization is also necessary for the internet. A potential user, especially someone who wants to set up a web page but lacks technical expertise, should not be faced with phrases like "switch off the external CPU cache in your PC's Bios" or "paid-rank search engine." This is a case where the old "keep it simple, stupid" (KISS) principle would prove effective.
Language has power, but that power does not have to be hidden through an over-reliance on technical jargon. There's an interesting commercial on television that deals with advanced networking capabilities. The president of the company asks the resident computer programmer to justify the expense in less than 10 words. The programmer simply replies that the bottom line will be improved by 15% in less than one year. No technical jargon, no bafflegab, just a simple, straightforward explanation. This commercial is effective because it shows that, despite the complexity of business applications, the solutions can be straightforward and simple.
When discussing computers or websites, one might read about "incorporating CSS, DHTML, Flash, Shockwave, VRML, Java into your site, plus by using SQL/mySQL, php3, ASP, javascript can add the ability to collate customer database information and add e-commerce abilities." Translated, this means "you can incorporate amazing multimedia and interactivity into your site, plus by using our highly skilled team we can make it easy for you to see who your customers are, and allow them to order your products online."
Similarly, when selling equipment, you might advertise a "12.1 active matrix laptop, 16+colours, with an AGP graphics controller, and a 2.5 MB of SGRAM video memory! What's more - it includes the L2 Cache running at the full clock speed, plus TWO extra PCMCIA slots so you can add a modem for instant Internet gaming!" Translated, this means "Purchase our amazing laptop with brilliant colours, and exceptionally smooth graphics for playing games. What's more- it can include extra memory to run games extremely fast, plus you can add extra functions such as a modem to connect to the internet where you can play against other people."
There will always be room for technical jargon for those who want it. After attracting a purchaser with a straightforward understanding of a product's capabilities, the technical specifications can be covered if desired. Technical jargon or statistical specifications are not necessary to sell the capabilities of a product or service, but only to explain it and validate any claims that have been made.
The Art of Sales: Merging Online and Physical Retail
In the modern era of digital commerce, there's a common misconception that online shopping will soon eclipse traditional brick-and-mortar retail. However, this couldn't be further from the truth. While e-commerce is indeed growing, the sight of bustling shopping malls on weekends is a testament to the enduring appeal of physical stores. Major retailers like J.C. Penney, Zellers, and Wal-Mart are not closing shop but rather expanding and innovating. This article explores the importance of blending e-commerce and storefront sales for a successful retail strategy.
The Art of Tech Talk: A Lesson in Communication
In the realm of technology, it's easy to get lost in the jargon and forget the audience we're addressing. As I highlighted in my previous article, "The Art of Tech Talk," it's crucial to simplify our language, not just in digital communication, but in everyday interactions as well.
