Marketing jargon: let's just talk sense

Not too long ago I attended a naming session. People struggled to come up with ideas - suggestions were hard won and unremarkable. Then lunch arrived and we were asked to “align on lunch orders”. How on earth does one align on a ham sandwich?

It struck me then that this kind of business speak is having an insidious effect on the way we express ourselves creatively. For me, it goes to reinforce the importance of language.

If you work in marketing the chances are at some point you’ll have attempted to ‘crystallise your vision’. It sounds like a reason to visit to the eye doctor, but all it really means is that you’ve formed a plan of where you want your brand to get too. Similarly, where once we gave something a "thorough looking over" now we "drill down". The boring analogy is unintentionally appropriate in this case.

So why not just say what we mean? Because using jargon has become synonymous with sounding professional. Because when you're precise it's easier to spot when you're wrong. Because we've begun to place value on verbosity rather than talking sense. How often do we hear in meetings, "That sounds good." Far more often than we hear, "That makes sense." We’ve all adopted this kind of unintelligible business speak at some point at the expense of
precision and lucidity.

Take creative briefs for example. They should be just that, brief not a dumping ground for strategy. Ask yourself, what's the minimum information I can pass on and still ensure they do the job well. Make them interesting. They are the gateway to a project and a working relationship. They're also the place designers look to be inspired. The words we use are incredibly important. How we choose to describe the task matters because it signals our intent. Words have the power to inspire, engage and persuade.

Five things to bear in mind when you're writing a creative brief:

1. Read and re-read everything you write. If you stumble on a sentence that sounds verbose ask yourself what you really mean - then write exactly that. It will be appreciated.

2. Remember the 1980's slogan written by Fay Weldon: Go to work on an egg. It's simple and brilliant. Even if you know that legal will eventually step in and write ten words for your every one, don't start out with anything less than a precise statement of intent. Otherwise your brief will sound like this, “An egg whilst being a very good source of protein (and we offer no guarantee of that) for breakfast cannot be expected to transport you to your place of work." Precision shouldn't take any prisoners.

3. Avoid redundant words or phrases. When you write about your company and what you excel at always ask yourself a question, "As opposed to what"? There are so many well-worn phrases out there and some things are the price of entry into a category. Every industry has its own phrases. Be aware of them. "We have a dedicated team of expert consultants", as opposed to what? An uninterested load of amateurs? If it is true then prove it. Facts are more believable and more inspiring.

4. Every client has their own internal terminology, with a set of acronyms that Jack Bauer would be proud of. But when you're writing briefs or presentations ask yourself if you really need them. Will everyone know what you mean? As an agency it's important to clarify the meaning. Ask questions or the result will be compromised.

5. Try to find an unexpected analogy or a creative phrase for what you want to say. Analogies are a great way to explain something complex. They're a creative springboard from which designers can dive into the project.