The MEDIA PROS Show
27. Why you should always avoid jargon and technical language in your interviews and pitches
This week's tip seems so obvious that I shouldn't even need to do an episode on it. But I see experts in every field - medicine, law, the financial sector, real estate and so many others - they do it throughout their interviews. I'm not even sure they know they are doing it. But it can not only detract from the interview, but it can also eliminate any chance you have of converting someone in the audience to a customer, client or patient.
And that enormous mistake is using jargon, or technical language. Language you use every day in your job but language the average person, the average listener or viewer, doesn't know.
It's really hard to avoid using jargon and technical language. We use it all day and every day at work. We have done training specifically to make us experts in our fields. But our customers, clients and patients don't know those words, that language. And definitely the audience of whatever media is consuming your interview doesn't know it.
Talk in language the average person can understand. If you have to use a technical term, make sure you immediately explain what that term means.
An easy way to make sure you are not using words and phrases that are too complicated is to explain your topic to a child or adolescent. You will see pretty quickly if they don't know what you're talking about.
But it's more than simply avoiding complicated words. Use stories or anecdotes, or simple soundbites that make the reader, listener or viewer understand what you're talking about and why it's important to them.
Compare the issue to something they have seen, maybe something a celebrity has dealt with. But find ways to make your message and talking points not only memorable but relatable.
It takes work, but it will be worth it. It will be much more likely for that viewer, listener or reader to think, "Hey, I like her. I have that same problem. Maybe I should call her office!"
One of the things I do with the clients I work with one-on-one is that you and I prepare for your next interview, come up with your message and talking points, anticipate possible questions you will be asked, and practice answering those questions without jargon and technical language so that the viewers, listeners and readers get the information they need from you but also like you and consider working with you in the future.
Now please remember, that just like my website, my coaching and everywhere else, that I am not giving business, financial, legal, medical or any other kind of advice here. Talk to a professional for advice specific to your situation.
If you want to learn more...if you want more customers, more clients, more patients, you want to make more money, you want to be recognized as THE expert in your industry, or you even want people you don't even know to come up to you at the gym or in the grocery store, thanking you for helping them, I can help you become a Media PRO.
Sign up for a FREE 30-minute media strategy session with me. We will see where you are and what you're trying to achieve in your business, and then plan some strategies for you to get more media interviews and appearances to achieve all those goals and far more.
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