"The ad is confusing. That's the point."
I was reading a trade publication and came across an article on industry acronyms and how to "manage" them when talking to customers. Here's quotation from someone in the health insurance industry:
"Using the word the customer understands can be important, but depending on the situation, you may also need to do some customer education."
Wrong. Your job is to be understood. In order to be understood, you need to use words properly. If your industry is filled with acronyms people won't understand, don't use them; it is that simple.
Yet I have encountered people who purposely use acronyms and confusing industry lingo in an effort to impress. Their rationale, I suppose, is to baffle the prospective client with lingo and acronyms in a play to make the prospect wonder how these confusing waters could ever be navigated without this vendor.
I have also met prospects who have explained "this is all so complicated, we have a consultant to figure it out." So I guess there is a market for the confusing pitch?
Sadly, our industry is horrible about this and we should be called on it more often rather than rewarded with additional business. I suppose it happens in every specialty but I start to shut down when I catch even a whiff of the tactic.
Want my business? Persuade me with the words that make sense. Tell me it is complicated and I'll ask you to explain it.
Comments