Jargon: The Dark Side of Blogging

Your voice might be the most important thing about your writing. Let’s face it, anyone can write a blog. According to Domo, over 340 new blogs are created every minute—and that’s just on WordPress. One of the most valuable ways to make yourself stand out in the wall of social media noise is to have an interesting voice. Simply put, your voice is the unique way you write things. For me, that usually means writing about myself and geeky stuff.

The problem is that sometimes you can’t write about Star Wars or your favorite holiday (mine is Life Day, by the way). Sometimes you have to write about marketing automation or space heaters. That can involve a local of industry jargon. Buried in the acronym purgatory of BTU, SMB and SaaS, your style of writing can become further buried. Suddenly, you’re marking off a list of specs instead of telling a story.

And that simply will not do. We’re marketers; we have a product to share and we have to present that product in an interesting, creative way to potential customers, no matter what it is. So how can you balance your own voice with all of the jargon and product features? I have a few simple suggestions that help me when I’m in the blogging trenches.

Brand-Voice

Be Authentic. That means not only being genuine to yourself, but to your readers as well. If you are selling space heaters, you can be sure you’re selling them to other human beings. That means you need to sound like a human being and you need to connect with your reader on a basic level. That will not happen if you’re just spewing facts instead of building a narrative about your subject.

Bad Idea: The L57 Space Heater comes with real time Thermo 5V sensors that can adjust temperatures between 1 and 8 degrees, if properly programmed with 5-82 remote.

Good Idea: If you need both hands free while at your workbench, our space heater can be programmed to adjust heat output for maximum comfort!

Be Accurate. While it is good be genuine with your readers, you don’t want to swing too far into buddy territory. You aren’t talking to your friends, after all. Avoid generalizations and overly excited prose. You don’t want to bore your audience, but you also don’t want to talk down to them.

Bad Idea: As we all know, the L57 Space Heater is really good, and it can be used pretty much anywhere!

Good Idea: The L57 has been proven to outperform other space heaters in a non-biased heating test performed by Strata College. The L57 is also water and dust-resistant.

Be Honest. While it’s important to avoid jargon for the sake of clarity, it can also be used to make the ignorant seem educated. We’ve all seen (and cringed at) the writer who jumped on a topic with no knowledge, or just enough knowledge to get him/her into trouble. Be honest with your audience and never try to sell a product you know nothing about. The truly educated will always sniff you out.

Bad Idea: The L57 Space Heater is a very good product based on the BTU generation of its fan, which must produce heat through force.

Good Idea: At the time of this writing, we were not sure about the BTU output of the L57. Look for an update in the future, or feel free to contact our sales staff directly at this link.

People come for your content but they stay for your voice. Your unique take on things is what will grow your audience and keep them coming back. Please don’t ever cheapen your talent with false or misleading information.

Have any questions about how to build or grow your own voice in your writing? Or maybe you think something important was missed here? Maybe you’re just lonely want to talk about Star Trek. Feel free to comment below or message me on Twitter.