By Steve Adubato, PhD

Received some great letters from readers in response to a recent column trashing "cyber babble" in an unending stream of jargon laden, confusing, and overly wordy communication, particularly in the high-tech world. The original column cited an advertising pitch from an e-commerce trade show that speaks for itself. "We are the industry leader in providing a total visibility in the value chain using multi-layered technology that is inter-operable across platforms…Our center-to-edge solution acts as a virtual e-Hub allowing proactive, agile responses throughout your ecosystem…Our best-of-breed collaborative commerce application is robust and highly scalable." Cyber-babble to the max. There's got to be a simpler way to say this. Now for more effective communication, consider these letters;

Karren Alekel from Morris County says she has had a "successful track record of communicating with people over the past 15 years" because she presents in a "clear, simple, truthful style." She feels that not enough people recognize the value of clear and simple communication. "There's all kinds of 'babble' in business that leaves one wondering what it means…Having spent the past 15 years within management consulting and corporate environments, I've heard it all and conclude it's designed to 'baffle with jargon if you can't dazzle with brilliance.'"

Karren continued, "If one has something of real value it's easier to take the clear, simple route of communication. If the object's value is dubious, then we babble. Another perspective is that lofty-speak can create a perception of quality and value. If it quacks like a duck, then it must be a duck, even if it's just a squeaky shoe."

Great stuff, Karren. It sounds like your colleagues and clients benefit from your straightforward communication style.

Ben Torre saw things differently; "Steve, you don't understand techies…Techno-babble is how they communicate, and it isn't babble to them; it is a way of life. They know what it means." Ben goes on to say that "techno-babble turns into babble when the marketing department hears it and attempts to repackage it into a slick-sounding presentation. Accurate? Who cares?! It 'sounds' good." Ben says that technicians inherently hate sales and marketing people. He feels that many a techie have been forced into delivering the promises a sales department makes, regardless if the product is capable of it or not. If they do deliver, the sales group gets the credit, and if they don't deliver, they get fired."

Appreciate your letter, Ben. Yet many of us don't understand your world and why you and your colleagues communicate the way you do. You make several good points, but the fact remains, those who don't live in your world can't comprehend what you guys are saying. Something is wrong with that. Wouldn't you agree? Isn't there some way we can get on the same page?

Finally, Rachel Schneider, a marketing manager for a technology company, writes; "Language is the differentiator of segments and customers-use the jargon, catch the attention. Some of it is overused granted, but some of the overused words actually say to the customer, 'I understand you', I am 'with you'…A great analogy is teenspeak. Remember the 80's with valley talk, 'Grody to the max', 'totally awesome', or today, 'you da bomb?' This segregates cohorts and defines masses of relatively homogenous people."

As for using jargon in advertising and marketing campaigns, Rachel feels that it is more important for "words to be backed up by a credible and likeable salesperson, good delivery, and excellent service." She also says that it is critical that the sales pitch involve the customer more intensely since "if it does not, then this is wasted vernacular."

Well said, Rachel.