On a recent flight I heard the flight attendant state that in the event of an emergency landing: “Don’t use the aft exit.”
Does everyone know that aft means the back of the plane? Why not just say “back of the plane?”
This example is indicative of similar scenarios your customers face every day. Your marketing copy or sales person will say something that is completely over the head of the customer.
Later, when the customer needs that information, it won’t be available because it wasn’t ever mentally processed and stored in her memory.
This void of understanding can lead to critical problems, particularly when the information has lifesaving ramifications.
Not everything you communicate will have life or death consequences. However, failure to communicate will lead to customer frustration, product returns, and loss of sales.
When complete understanding is essential, don’t use industry specific jargon.
To guarantee you’re speaking the words that your customer will understand, you’ll need to speak your customer’s language.
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Glenn (Customer Service Experience) Ross
October 17, 2006
One of the worst misused pieces of jargon today is “value proposition” when used to mean “benefit.” You might get by with it if your customer is McKinsey, but nearly everyone else is going to think you’re just trying to impress them by using big words.
Joe Rawlinson
October 17, 2006
Glenn,
Good point. Keeping it simple is always the best way to communicate.
Lexica
November 9, 2006
Another point is that by phrasing it as a negative, the attendant was drawing attention to the wrong thing. In an accident, I can easily imagine someone thinking “help, what did she say before? Something about the rear door. Go to the rear door? That must have been it.”
It would be much more efficient if the attendant said, “In case of an emergency, use the FRONT exit. That is, move to the FRONT of the plane and exit through the FRONT exit.” In case of emergency, people will remember “She said front, something about front – get to the front exit!”
Joe Rawlinson
November 9, 2006
Lexica,
Thanks for sharing that concept of reinforcing the positive action you want someone to take. You’re right, sometimes we just glaze over the negative and remember the key words that we heard.
That reminds me of my little boy whom, at times, barely listens to anything I say but is much more receptive if I phrase something in the affirmative instead of starting with “no” or “don’t.”