If you’ve ever visited New York City, you’ve probably seen sidewalk signs telling you to “Curb Your Dog.” I’ve never owned a dog and didn’t know what that sign meant.
So, I looked it up.
Some websites say it means you should pick up your dog’s poop. Others say it means you should train your dog to “go” at the curb to allow urine to flow easily into drains and prevent unsightly sidewalk stains. Yet another site says it means to keep your dog leashed.
I like to think I’m a pretty bright guy, so I’m guessing that if that sign leaves me clueless, it’s confused other people, too.
Here’s one more, courtesy of New Jersey Transit:
Egress? I know what that means because I’ve owned a home, but I’m guessing many daily commuters aren’t familiar with the term. (It means exit). Why not just say that?
Media spokespersons and public speakers commit the sin of using unclear jargon all the time, making the audience think, “For the love of God, tell me what you mean!”
Here’s a trick from a former ABC News colleague to help you avoid industry buzzwords that obfuscate your message. She once interviewed a jargon-loving scientist. After 20 minutes, he still hadn’t said anything we could use on air.
She ended the interview, thanked him, and said: “Could I ask you a favor? My 12-year-old nephew loves science. Would you mind doing one take I could show to him?”
He agreed, and he delivered a terrific answer without any jargon—and that’s the take we used that evening.
If you have young people in your life, run your messages by them. If they can paraphrase them back to you in their own words, you’ve successfully eliminated the jargon.
I’m guessing they’ll just say “clean the poop” and “keep the exit clear.” And that’s when you know you’ve succeeded.
Brad Phillips is the author of the Mr. Media Training Blog, where a version of this story first appeared. His firm, Phillips Media Relations, specializes in media and presentation training.