Jargon. Every industry has it. It’s own dialect of sorts that its members use at work every day. It’s a secret code, passwords that deliver to the receiver a message much more complex than is apparent at face value.
In virtually any business, in trying to simplify concepts essential to what you do, you risk talking down to “outsiders.” But you don’t want to talk over your audience’s head either. If you are just targeting your already-established client base then you probably don’t have a problem. But to allow your business the chance to expand, you need to create general familiarity first. Once you get them “in the door” chances are they’ll not only be using your industry’s jargon before too long, but they’ll be speaking the language particular to your company culture.
And that, friends, will be a loyal customer.
That alone is the best reason to hire a freelance writer – to translate that jargon, those terms, phrases and concepts into the universal language. Freelance writers are like the Rosetta Stone for any business wishing to communicate with the general public.
You want a freelance writer who will take the time to understand those terms themselves. The freelance writer is the filter you put that jargon through before it gets published. Jargon is a short hand of sorts. It’s the technical version of an “inside joke.” So a freelancer may say it in more words – dilute it a bit – but it allows a much wider audience to be in on it.