Creating Interest Through Jargon

6826303487_b1e529a4f7_bIf you look at some websites you’d come to the conclusion that some companies believe this theory. I was doing a quick analysis for a client this morning and bumped into a company that clearly subscribes to the theory.

As I sit here fifteen minutes later, I’m scratching my head. I think this company is an ad agency of some kind, but they never bothered to tell me that on the website. Instead, on the home page,  I learned they had something to do with:

  • Marketing transformation
  • Analysis and insights
  • Maximizing learnings
  • Optimizing and scaling
  • Capitalizing on new realities

The rest of the website didn’t get any better.

The kicker was the call to action: Engage with us.

Uh, no. I’m afraid you might ask me to touch base about potential synergy and then create a list of action items.

There is nothing about jargon that is going to intrigue me enough to pick up the phone or email you to figure out what you do and if you can help me. Instead, I just wonder what you are thinking. Then I go back to Google and find somebody who can explain in clear English whether they do what I need.

And I hire them instead.

I’m too old to be leveraging synergies and working in new realities.  I just want to figure out how to get people to buy the stuff I have to sell. I sure as heck don’t need a Marcomm agency that doesn’t know how to communicate.

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2 Responses to Creating Interest Through Jargon

  1. suebrady5 says:

    I am so with you on this. Shifting paradigms so that I can get in the weeds to find out that at the end of the day I’ll need to circle back with you…is not my thing. (I guess I mixed jargon with stupid sayings…)


  2. markpilip says:

    Every once in a while some unavoidable industry jargon slips into all our conversation, even if we are diligent. It’s when it looks intentional that I get bothered. I wonder “do you think I didn’t notice all this obfuscatory language?”


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