Kill The Jargon: The 12-Year-Old Nephew Rule
If you’ve ever visited New York City, you’ve probably seen sidewalk signs telling you to “Curb Your Dog.”
I’ve never owned a dog and didn’t know what that sign meant, so I looked it up. Some websites say it means you should pick up your dog’s poop. Others say it means you should train your dog to “go” at the curb, as to allow urine to flow easily into drains and prevent unsightly sidewalk stains. And yet another site says it means to keep your dog leashed.
I like to think I’m a pretty bright guy, so I’m guessing that if that sign leaves me clueless, it leaves some other people clueless as well. And for those one in five American households that speak a primary language other than English at home? Well, if they have dogs, I’m pretty sure many of them have no idea either.
Here’s one more, courtesy of New Jersey Transit:
Egress? I know what that means because I’ve owned a home before, but I’m guessing many daily commuters aren’t familiar with the term (it means exit). Why not just say that?
Media spokespersons and public speakers commit the same sin of using unclear jargon all the time, making those of in the audience think, “For the love of god, tell me what you mean!”
Here’s a trick from a former ABC News colleague to help you avoid industry jargon that prevents your audience from understanding your meaning. She once interviewed a jargon-filled scientist. After 20 minutes, he still hadn’t said anything we could use on air. She ended the interview, thanked him, and said, “Could I ask you a favor? My 12-year-old nephew loves science. Would you mind doing one take I could show to him?” He agreed, and delivered a terrific answer without any jargon – and that’s the take we used that evening.
If you have young people in your life, run your messages by them. If they can paraphrase them back to you in their own words, you’ve successfully eliminated the jargon.
I’m guessing they’ll just say “clean the poop” and “keep the exit clear.” And that’s when you know you’ve succeeded.
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Related: Five Reasons The Reporter Didn’t Quote You
Related: I Think That Maybe Media Spokespersons Perhaps Might Hedge Too Much
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Another message that missed the mark: A grocery store in my neighbourhood used this message on its tent card signs when checkouts were closed: “Another cashier will be only too pleased to help you.” Unfortunately, this attempt at polite redirection used hostile, passive agressive phrasing. I noticed quite recently that it’s been replaced with a friendlier message.
It reminds me of the famous poet BaiJuYi in Tang Dynasty in china. When he finished his poem, he read them to old women who were illiteracy. BaiJuYi’s pome is well-known for its easily understanding.
[…] In a recent post to his Mr. Media Training blog, Brad Philips commends Alda’s flame challenge and points to his own professional efforts to teach spokespersons to drop the jargon and adhere to his “12-Year-Old Nephew Rule.” […]
[…] be simple and brief. If you can clearly explain to someone what you do—be it your neighbor, your teenage relative, or the person sitting next to you on the plane who insists on chatting for the entire flight—you […]