Why avoid the jargon

As with any other reading matter, the best way to connect with your audience is to write content to which they can relate. Every industry and company has associated jargon that its members use, and you may not even realize you’re using these technical phrases or words in everyday conversations with your clients or colleagues. Remember, though, that when you write your blog a varying proportion of your readers won’t be in your industry, and most of them won’t be a part of your company. So, to make sure you connect with your readers, steer clear of jargon and even from writing posts that are too theoretical. If readers don’t follow what you’re saying, they may end up leaving your blog and not returning. And even if every one of your readers does understand the jargon you use, you’ll still have a better chance of connecting with them if you illustrate your point clearly and simply.
An easy way to keep it clear and simple is to allude to a personal experience – an actual real life situation. Blogs are also a more informal medium than other communications such as press releases or even website copy, so blog writing lends itself to being less like a lecture and more like an informal discussion. Also remember that if you write clearly and simply, people will associate “clear” and “simple” with your brand. On the flip side, blog posts that are unclear, too complex, or too hard to follow may result in your audience associating those qualities with your brand and related products or services.
Sometimes, because you’re so immersed in your industry, it’s hard to recognize when you’re using language that is too jargon – filled or too technical. Consider having a trusted friend or other blogger outside of your industry give you feedback about how easy your posts are to understand.  If you can have someone proofread them when they’re in draft format, you’ll have an opportunity to revise them before they go public, but even if read after being published, the feedback you get can help you refine your writing in the future.