Until very recently in its history, the Roman Church only held mass in Latin. The result of this was to limit its reach, or even make it impossible to spread its message to populations unfamiliar with Latin. Imagine this situation applied to an evening of hockey… commented in Latin: “Plekanec brachyblasti! Ipse ustuloooo!” This is a free translation from Latin which means, “Plekanecshoots! He scoooooores!” (Plekanecis a professional hockey player from the NHL Montreal team, the Canadiens.) This comical example illustrates the concern that in B2B, it’s best not to use too much communications and marketing jargon unless your target speaks the same language. And even then, are you sure that the various people involved in a sales cycle have the rhetoric or master your technical vocabulary, or the vocabulary of your industry? Be sure to write your content with the proper vocabulary as well as depending on the target. Be careful, simplify, explain and illustrate what you mean. For example, if you’re speaking about Plekanec, mention that he’s a professional NHL hockey player from the Montreal Canadiens, use an image and use definitions. I hope that this short article will help you evangelize your markets, and I wish you the best of luck with your favourite hockey team! “Ipse brachyblasti! Ipse ustulo!”
