We live in an age where new words are being invented by the minute. Technical jargon is commonplace in many industries, and at times it's almost like learning a new language. Not a day would go by when I don't hear some new term and have to stop and ask someone what it means. It is also the age of the acronym, where new words are developed from the initial letters of a group of words. In fact, there are now dictionaries to help us to understand this developing new language.
Many very experienced advertising people suggest that any promotional material or advertisement should be written so that it can be understood by a nine-year-old. Right or wrong, the principle is spot on. Keep it simple and avoid using technical jargon and buzz words.
By saying this, I don't mean to imply that most customers are stupid. As you will know from reading this blog, that is an issue that I am very passionate about. It simply means that we should all try to make promotional material as easy as possible to understand. By all means include the technical jargon if it's appropriate to your industry and relevant to the specific piece of promotional material being designed, but avoid it like the plague for mainstream information.
Technical jargon has its place, but strong, simple language will always prove more beneficial in the long run. Your customers will understand it completely and there will be little room for misinterpretation or confusion.