It’s a common, marketing rule-of-thumb for business software vendors yet many people still neglect it: you do not attract software leads with software lingo. In fact, there’s a high chance that even entire industries find the use of tech-specific terms as something to scorn, mock, and, ultimately, find reason to reject.
Sure, you shouldn’t be fazed by rejection but that’s not a license to make your chances worse! If you’re still not convinced that your use of jargon is more comedic than convincing, here’s an excerpt from a MedCity News article:
“We of Silicon Valley and related Annexes (SF, Marin, etc.) sound exactly like this and I am sure that we make everyone else in the country want to barf.
‘It’s like Pandora for cats…’
‘It’s like Instagram for hamburgers…’”
Don’t laugh at the idea that there are professionals in the healthcare industry who are often skeptical (if not completely hostile) to anything software-related because of this. It only gets worse as the same article links to a short list from from the New York Magazine describing statements actually made by tech professionals. Here are just few of the entries:
‘Swimming in the social stream.’
‘Crowdsourcing app discovery-platform.’
‘We don’t measure our success by financial results.’
Of course, every business has its culture. But here’s the thing: It goes both ways. You have a work culture centered around IT and software while your customers have a culture that’s centered more around healthcare and tending to needy patients. If you want medical software leads however, you should think twice about having marketers who talk too much like your business. If you’re outsourcing, you might even want to consider a company that doesn’t want to talk in the manner described by the two articles! Instead, try looking for a group with the following traits:
- Communicates in ways that you don’t. – If you’re used to marketing strictly via online means (e.g. website, social media, email), then you should consider a marketing group who either goes beyond that or at least communicates in a way that you’re not used to. Telemarketing is one example. Some doctors who aren’t all that used to receiving email are still very much open to receiving phone calls.
- Has only a slightly higher grasp of technical knowledge compared to customers – There’s a fine line between industry expertise and excessively specialized expertise. The latter is what tends to bring out the bad jargon habit. Your marketers don’t need too much information on the finer details but just enough to know what appeals to the prospects at the bottom-line.
- Can suggest unlikely target markets – In lead generation, you need as many leads as possible. Why not ask your marketers to help you think outside the box on what other industries you can possible serve? Again, what matters is that you avoid the lingo and focus on communicating what appeals to your target market.
In the end, perhaps it can only be a mystery that many businesses still neglect the rule-of-thumb of avoiding industry-specific lingo and jargon. A good explanation is fine but you only if you remember that the intended result is a good understanding on the prospect’s part. You don’t make it worse with confusing language.