Language should help us to communicate.  To understand. To navigate.  

Every industry, sector and category has its own language.  

We often expect others to learn the language of our sector. Even potential customers who we want to buy from us!  Often there is a disconnect.

Sometimes we’re just too close to see that the language we’re using is unknown to consumers. As a consequence it's not understood, it's misinterpreted, or it's too technical.  

The Importance of Context 

The words stocks, funds, and shares don’t feel particularly challenging.   

We use these words in a variety of contexts. Stock taking. Fund raising. Having the funds to buy something. My share of the prize!   

Yet, in the context of finance, many people would struggle to explain what each of these terms means, and the difference between them.

Suddenly these simple words take on different meanings.

It’s estimated that around three quarters of people in the UK don’t understand ‘basic’ financial terms – and that’s before you get into derivatives or hedging!   

Within food and drink, again simple words can cause confusion. Avocado pear. Coconut water.   

Hopefully nowadays most people wouldn’t assume that an avocado is simply another variety of pear! Yet when they were introduced to the UK in the 1960s, this did happen. Avocado and custard! Yuck! 

Effective Communication is Critical

While industry jargon may seem impressive (within our own echo chamber), it often alienates the very people we aim to reach. Using consumer language, on the other hand, fosters understanding and connection. 

The Importance of Clarity 

When marketers speak in terms that their audience understands, they remove confusion. Nowadays we’re continually bombarded with messages and information, so a clear message resonates more effectively. It increases the likelihood of engagement and action. 

Building Trust and Rapport

Using everyday language also helps build trust. When consumers feel that a brand understands them, they are more likely to develop a sense of loyalty. Brands that communicate in relatable terms demonstrate empathy and a genuine interest in their customers' needs. They are communicating at the same level, not superior to inferior. Starling Bank for example, broke the banking rules and used ‘Spending’ and ‘Payments’ rather than ‘credits’ and ‘debits’. 

Enhancing Accessibility 

And of course, using accessible language enables brands to reach a broader audience. More people will feel comfortable engaging with the brand. 

If we want people to engage with our brand or products then we need to recognise these language barriers, this disconnect and use the language of our audience.  

Doing so enables brands to create deeper connections and ultimately drive better results. 

Uncover deeper truths. Talk to Hummingbird Insights