How do you navigate avoiding jargon in messaging if you have leaders or stakeholders that like to use those buzzwords?

You tell them they’re wrong. 😂 This is just a good time to assert your expertise in PMM. But if you need to bring data to the problem, hire a copywriter, or contract one out for some editing—if the words and phrases are confusing to your target audience they’ll let you know.

Or if we’re talking about digital copy, and you’re working with a web analytics company or product—find out if dwell time or click-through or conversion rates are higher or lower in areas where you use that message.

Or even better, use a service like Wynter to get direct feedback from your target audience. Let them be the ones to point out that your choice of words is confusing or opaque. If they don’t raise the flag, your stakeholders might win this one!

Or check your call recording software for customer reactions when certain messages are used in slides or in conversation.

It's critical to talk to your customer and use customer language. You can record customers so internal employees can see and hear the difference between customer language vs. corporate jargon. You can also create themes, so the sharing is anonymous, as typically when sharing research internally you don't want to associate it with the specific customer or prospect from a privacy perspective.