I’ve ranted on this blog before about the perils of bad writing. Now I have research to back it up.
Yes!: 50 Scientifically Proven Ways to Be Persuasive gives an example of jargon overload:
We’re leveraging our assets and establishing strategiec alliances to create a robust knowlege center-one with a customer-ruled business structure using market-leading technologies to maximize our human systems.
According to the book, that means “we’re consultants.”
What happens when you use language like this? Yes summarizes research by Daniel Oppenheimer which shows that “the message is deemed less convincing and the author is perceived as less intelligent.”
The lesson is clear: you will be more convincing if you communicate clearly. Use simple sentences and words your audience can understand.