Business Language that Connects, not Confuses

Synergistic partnerships, blue sky thinking, and outside-the-box ideas – these are terms you probably hear regularly in the business world. Whether you love them or hate them, buzzwords and phrases are a big part of workplace communication

But used incorrectly, they can take your business message from clear and concise to muddied and confusing. While the language of business is constantly evolving – particularly when it comes to marketing efforts – utilising terminology purely for the purpose of sounding switched on is more likely to turn people off than pique their interest.

Understanding language barriers

One of the main challenges with using jargon and buzzwords is that they can create communication barriers within your team and with your customers. For example, a term like “blue sky thinking” might resonate well with your senior management team, who are accustomed to abstract concepts. However, it may not hold much meaning for an older customer demographic, who might prefer straightforward language.

Similarly, using a phrase like “agile thinking” in a job description for an entry-level position might confuse or even deter potential applicants, especially those who are new to the industry or come from different educational backgrounds.

Misunderstanding the term

Another risk of using trendy language is the potential for miscommunication due to a misunderstanding of the term’s true meaning. Some words and phrases become so overused that the meaning of the phrase becomes virtually obsolete! A prime example of this is ‘bandwidth’ which can have multiple meanings related to time management, capacity, workload and literal bandwidth! When phrases evolve to have multiple interpretations, they can muddle the message and create ambiguity, rather than clarity.

To effectively use language in your communication, it’s important to distinguish between jargon and buzzwords. Jargon refers to specialised terms that are well understood by a specific audience or demographic. Buzzwords, on the other hand, are catchy phrases used to make content sound more appealing, but they often lack real substance or context. The key to balancing buzzwords in your marketing and sales messages is to use them sparingly and ensure they add value, rather than just ‘flash’.

• Keep the message clear. Ask yourself if using the buzzword enhances the message and whether it’s suitable for your audience. While business partners and industry leaders might appreciate hearing that your organisation values “synergy,” does that term hold any real meaning for your customers? Make sure your language is clear and relevant.
• Show, don’t just tell. People can easily spot when words are empty. Simply claiming that your business is “people-centric” won’t resonate unless you’re actively demonstrating those values through your actions.
• Know when to use them. If your goal is to create excitement and inject energy into your messaging, short, trendy phrases can be effective. However, be cautious with buzzwords, as using them inappropriately can come across as vague or even secretive. For instance, if you inform your team about a “realigning of business priorities” they may interpret this as meaning job cuts, leading to unnecessary anxiety.

Using the odd buzzword here and there isn’t bad for business. When used appropriately, they can inject excitement and energy into your communications. However, it’s crucial to use them thoughtfully and ensure they enhance, rather than obscure, your message.

By striking the right balance, you can leverage buzzwords to connect with your audience, inspire your team and add a dynamic flair to your brand – without sacrificing clarity or authenticity.