Using “in” terminology with outsiders

by Herschell Gordon Lewis

Marketing Communications

June 2006

Interdisciplinary. Multidisciplinary. Enrollment goals.

Are you spawning a “Huh?” reaction to your communications? By using terms that assume your professional experience and background are shared by the recipient of your message?

“Huh?” is never a positive reaction. It can in fact be dismayingly negative. Don’t rely blindly on terminology with which you’re so familiar that you don’t have to think twice about clarity. Whenever you’re communicating with anyone outside your offices, you should be thinking twice about clarity.

If their interpretation is muddy, they’ll either a) blame you; b) resent you; or c) reach the wrong conclusion. Producing any of those results is a mistake.  

Herschell Gordon Lewis writes direct response copy in Fort Lauderdale, Florida, for clients worldwide. A former academician, his 29th published book is entitled “Open Me Now.” His web site is www.herschellgordonlewis.com.