Should You Use Jargon in Your Copy?

As a copywriter, the question of whether to use jargon in your copy is one I encounter quite often. The short answer? Yes, and no.

Like many things in marketing, there are nuances. On the one hand, most jargon can be a barrier to clear communication because it might alienate your audience. On the other hand, adding some industry-specific language can position you as an industry expert.

Using jargon well means knowing when to weave in technical terms without losing the message.

What is jargon in brand copywriting?

In brand copywriting, jargon refers to specialized terms or phrases that are specific to a particular industry or profession. These words often carry a precise meaning for people in the know, so they should be part of your brand’s language. But overused, they can make your copy feels confusing. For instance, jargon for a yoga appliances brand might include words like “asana alignment,” “vinyasa flow,” or “chakra balancing.” These phrases can help you earn the trust of yoga instructors or experienced practitioners but might be unfamiliar to beginners browsing your webshop for their first yoga mat.

As the example above shows, when used carefully, a touch of jargon can help enhance your brand voice, and establish credibility with prospects who already have some understanding of your field. However, too much jargon — or using it too soon in the customer journey — can create a disconnect between your brand and potential customers, driving them away instead of drawing them in.

In general, the question you should ask yourself when deciding whether to use jargon is this:

Would it make the language complicated?

Because the goal in brand copywriting is to communicate clearly and create an immediate connection. And everything circles back to this. So, if certain terms can deepen that connection without overcomplicating the message, use them. They can become effective tools in the right context. But if they don’t, ditch them without hesitation. The trick is knowing how and when to use them at each stage of the marketing funnel.

At each stage of the marketing funnel, the amount and type of jargon you use should align with the audience’s familiarity with your product or industry. Start simple, gradually build knowledge, and only dive into more complex terms when your audience is ready.

Now, let’s dive into how to balance jargon in your copy and which terms you should use at each stage of the marketing funnel.

1. Awareness stage: Keep it simple

When you’re first introducing your brand, you want to capture attention and spark curiosity. This is not the time to throw around industry jargon or complex terms that might confuse your audience. Remember, they don’t know you yet.

Let’s say your brand is LeadBoost (a fictional brand I just made up), and your target audience is marketers who are looking for a solution that helps optimize their lead generation and sales funnel.

Example of what I would use if I were you:

“Discover a platform that helps you work smarter, not harder—no tech jargon required.”

Why it works:

This approach is clear, straightforward, and speaks directly to the audience’s pain point: working smarter, not harder. It appeals to a broad audience because it avoids technical jargon and instead focuses on the value and simplicity of the solution.

At the awareness stage, your goal is clarity. Stick with straightforward language that speaks to the problem you’re solving in simple terms.

2. Consideration stage: Introduce industry-relevant terms

At this point, your audience is more engaged and likely knows a bit about what you offer. They’re considering solutions to their problem, so you can introduce terms they’re starting to get familiar with. But remember, clarity still reigns.

Example of what I would use if I were you:

“Discover how our platform can boost your lead conversion rate with targeted campaigns.”

Why it works:

“Lead conversion rate” is a common term in marketing that many marketers will recognize, so it’s clear and doesn’t alienate the reader. If you use this type of jargon, you can show your expertise while remaining accessible.

The consideration stage is where you can introduce industry-specific terms but remember that they should still be explained or introduced in context to ensure the reader understands them.

3. Decision stage: Use jargon to show authority

Now that your audience is deciding between solutions, you can be a little more specific with the terms you use. At this stage, they’re expecting some technical details and will likely appreciate a higher level of jargon, especially if they’re already somewhat knowledgeable in your field.

Example of what I would use if I were you:

“Ready to supercharge your sales process? Integrate our [solution] with your existing CRM system and maximize customer lifetime value (CLV).”

Why it works:

By this point, your audience understands the value of terms like CRM and CLV. Using them here shows you’re not just another solution but a specialized expert who understands their problems.

When used correctly at the decision stage, jargon can add credibility to your brand without overwhelming your audience.

4. Retention stage: Jargon becomes part of your brand voice

After the sale, your goal is to keep customers engaged and build long-term relationships. At this stage, your brand’s jargon can take on a more familiar tone. Your audience is already comfortable with your product, and using certain terms can reinforce their loyalty and your expertise.

Example of what I would use if I were you:

“Optimize your funnel with our latest A/B testing tools and start seeing exponential growth in your cohort analysis.”

Why it works:

Your customers are likely more familiar with terms like “A/B testing” and “cohort analysis” by this point. These words will help keep the conversation going and let them know you’re constantly evolving to meet their needs.

Jargon at the retention stage can help reinforce the customer experience and demonstrate that you’re always thinking about how to improve the user journey.

The verdict: Know your audience and use jargon in your copy wisely

The key to using jargon in your copy is balance. It’s not about eliminating all industry terms – after all, some can communicate complex ideas efficiently. But the overusing or misusing jargon can confuse your audience and drive them away. So, when should you use it? The answer lies in context. Incorporating jargon at specific stages of the funnel is a powerful tool for building trust. When it enhances clarity, reinforces your brand voice, and strengthens the connection with your readers, jargon has its place. Otherwise, stick with clear, simple language that connects and resonates.