"Avoid the use of jargon."

Such easy advice to give - such hard advice to follow.

I got caught using jargon in a report just last week:

Real Estate n. : term used by marketeers to describe the available space in a Web site or printed promotional piece. As in "use your real estate wisely" or don't waste your valuable real estate by . . ."

It's an easy trap. And using jargon is one of the best ways you can make sure your content is not customer-centered.

How do you know if a term is "jargon?"

• Would a dis-interested third party know what you're talking about?
• Is it polysyllabic?
• Is it an acronym?
• Is it on this list?

If you answered "no" to the first question and "yes" to one of the other three, I'd look at your word choice carefully.

One of my favorite jargon suspects right now is "vermiculture." (I had to look it up myself the first time I saw it on one of our Web sites.)

If you want to make your copy customer-centered, in most instances you would choose "worm composting" or "making compost with worms" instead of "vermiculture."

When describing a 4-H project, why wouldn't you use the word "worms"? Lots of kids love worms, but they (or their parents) probably don't have a clue to the meaning of "vermiculture." You're trying to generate interest in your 4-H program - let the worms do part of the work.

Many gardeners are familiar with "worm casings" as a common ingredient in organic soil amendments. But they may not know that they can create this valuable soil additive themselves. "Improve the quality of your compost by learning how to compost with earth worms."

The main thing to remember is: think of your audience. You can use a technical term when writing for your peers, but writing content for a lay audience calls for a different tact. Remember the Water Quality Program example from last week's post - you can be clear and concise without talking down to your audience.