Financial Services Marketing – Knock the Jargon Out of Customer Communications

Are you speaking mumbo-jumbo to your customers?

There is a reason that jargon exists. It allows people in an industry or group to communicate more efficiently. It saves us time, and it makes us feel like we’re part of a “secret club” — which in turn helps us communicate to our peers that we know what we’re talking about.

But from our customers’ point of view, jargon has the potential to alienate and even to offend. Especially in the financial services industry, jargon can create misunderstanding, confusion and feelings of intimidation that may have negative, even damaging, consequences — such as when consumers make investments they don’t understand that hurt them financially.