jargon
noun  jar·gon  \ ˈjär-gən , -ˌgän \

1 : the technical terminology or characteristic idiom of a special activity or group sports
2 : obscure and often pretentious language marked by circumlocutions and long words an academic essay filled with jargon

Arts organization descriptive copy is filled with jargon. We have lots of words that are specific to our art form which we use to describe our organization or events.

The problem with this is that people who are not familiar with us don’t understand what we are saying. It is like we are speaking a foreign language. It is hard to make any sort of connection with someone if they can’t understand you, let alone convince them to spend money on a ticket.

Study after study finds that, when trying to appeal to the masses, it is better to use simple words.

This was recently brought into focus in an article in Inc: Smart Entrepreneurs Use Third-Grade Words. Steve Jobs Did and You Should, Too.

“Some people love speaking in jargon, using fancy words and turning everything into acronyms. It’s far better to use a simple term and commonplace words that everyone will understand.” – Richard Branson

Check out the full article and think about how you might be able to swap out the jargon for more easily understandable words.

About Ceci Dadisman

Ceci is a multi-faceted marketing professional with over 10 years of experience successfully marketing the arts, nonprofits, and small businesses utilizing innovative and cutting-edge initiatives. She is nationally recognized as a leader in digital and social media marketing and specializes in the integration of digital marketing and technology into traditional marketing methods.

She is on the National Arts Marketing Project Advisory Committee, the Arts Midwest Conference Professional Development Committee, is the Immediate Past President of Femfessionals West Palm Beach, the Immediate Past President of the South Florida Chapter of the American Marketing Association, and served for many years as the OPERA America Marketing Network Chair. She was recently appointed to the West Virginia University College of Creative Arts Visiting Committee.

Ceci was born and raised in Pittsburgh, PA and graduated from West Virginia University with a music degree in vocal performance.

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