Are We Communicating or What? (Part 1)
I speak much differently in the business world than I do in real life.
In real life, I like to use little words and keep all concepts simple. I wish I could do that in the business world. Frankly, I’d prefer to use the word “total” than “aggregate,” even though that’s a lousy example. Truth is, I’m a believer that if there are two choices of words to use, I prefer the simpler one. I find I communicate more effectively that way.
Unfortunately, as a business executive, it’s expected of me to be a bit more high-minded. There must be some unwritten law, or maybe in an executive communication book somewhere, that states, “We need to speak at a level that’s different than the masses.” Maybe it’s a psychological thing — some concept saying that we must sound more important, or maybe just self-important.
So on a daily basis, I have to deal with the made-up, pseudo-intelligent speak that we call modern day business jargon. It makes me a bit crazy, if you know what I mean. Hearing it means I have to translate a lot in my old-school direct marketing brain.
And when it comes to speaking the jargon, much like learning a new language, it sounds foreign on my tongue.
But I must speak the sacred language, for if I don’t I won’t be considered one of the few, but one of the many — a simpleton in a complex business (right!).
Even worse, the jargon keeps changing. For example, not so long ago, catalog analysis became benchmarking. Then it became metrics, and these days we call it KPIs, or Key Performance Indicators. To me it’s just response, lifetime value analysis and simple stuff like sales per catalog mailed.
It Gets Better; Consider This …
Sometimes we use business speak to confuse. (OK, I really wanted to work the word “subterfuge” rather than confuse into this last sentence; this speaking simply stuff isn’t easy!)
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.