Captain’s log, stardate 20221018
Pop quiz...
Q: When does it make sense to speak in jargon?
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A: When your ideal buyers understand it.
It’s just like asking:
Q: When does it make sense to speak in Spanish?
A: When your ideal buyers understand it.
Using jargon with people who understand it will signal that you are one of them and that you understand their world and that it’s probably safe for them to trust you.
Using jargon with people who DON’T understand it will signal the opposite.
Yours,
—J