We are so fond of our big words and our intelligent phrasing. We think “marketing speak” – the way of presenting products and services that is meant to convey that we are intellectual, smart and savvy – grabs attention.
Even when we tell a story the pull to throw in a few buzz words is strong. Because, we must create a sense of being so smart that you simply must listen to us, right?
If you believe your 24/7 enterprise solution brought that mission-critical project to fruition, adding to the corporate bottom line and realizing a greater ROI than the other guy down the street – and you tell the story that way – you have successfully put your audience to sleep. Or, running from the room.
You may have all the elements of a good story — the hero/main character, a villian or adversary, twists and turns, a big change for the person or organization. But, don’t forget that real world language is necessary to create a relationship between speaker and listener. If your audience is highly technical, of course, use the language of that audience. But, authenticity trumps jargon any day, no matter who is listening.
Too much jargon makes it appear you are trying too hard — trying too hard to sell. No one wants to be sold to. They want to willingly buy-in.
Lead your audience to somewhere new with your organizational storytelling. Don’t hit them over the head with how smart you are by trying to sound like it.