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Lost in Translation? Don't Get Hung Up on Jargon

It's fair to say most, if not all, industries are flush with jargon.  If you have the opportunity to participate in a media interview don’t alienate and confuse your audience.

Imagine you went to the doctor and were told you were “suffering from a hematoma of tissue in which capillaries had been damaged by trauma allowing blood to extravasate into the surrounding interstitial tissues.” Sounds pretty scary right? In reality, it’s just a bruise. Help investors understand. When you’re putting together your story, avoid peppering it with jargon.

Of course ARG, P/E, yield curve, duration, and EBITA are important to you, but most of your listeners may not be as conversive. Fund managers and marketers are smart folks and are used to talking to each other in this kind of shorthand. As you prep for meetings or interviews, think twice about who you are trying to reach, and speak to their comfort zone. Acronyms and jargon can lead to investor confusion and inertia.

Particularly in volatile market conditions, investors want to understand their investments and what their portfolio managers are thinking. Without that understanding, you can lose their attention – or worse, the sale.

Additionally, you run the risk of misinterpretation. What if your understanding of a term isn't the same as someone else's?

See Celebrate Boston's list of  jargon - how many do you know? Do they mean what you thought they mean?

Looking for other great tips? Check out our e-book, Tell Your Story-7 Tips for Dynamic Messages.

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Monday, 19 June 2017 12:49

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