Dynamic Marketing Communiqué

HOOKED ON JARGONS: How can you use these so more people read your content? [Every Tuesday “Write with the Pen of the Masters”]

June 23, 2020

What do you aim for when you create content for your brand or company?

  • To express an opinion on a specific topic or issue?
  • To entertain your target audience?
  • To inform and educate your target audience?

Regardless of what you want to achieve with your copy, the important thing is to keep your readers hooked while you deliver the message or information.

You want your readers to be interested from the beginning, especially when you are dealing with a target audience.

How can you make sure that you capture your readers’ attention?

The use of JARGONS.

This is one of the content writing rules mentioned in the book, “The Technique of Clear Writing” by Robert Gunning.

The use of jargons can:

  • add to the knowledge of new readers
  • create a common language
  • create a shared identity
  • create a stronger shared culture

Professionals can communicate with their colleagues in the same area of expertise with ease.

Professionals can also share information effectively to those that are not in the same field but are interested in the topic.

Two weeks ago, we talked about tips on how to create compelling headlines for your content.

Today’s tip can be combined with those guidelines in mind.

To give you a better idea on the effective use of jargons, here’s an example.

The article published by our President and CEO, Prof. Joel Litman, on Forbes.com is titled…

The Next Big Bath: Wall Street Is Blind To An Oncoming Earnings Disaster

Target Readers for This Article: Finance experts, investors, stock market traders, portfolio managers, analysts, brokers, etc.

Is there any term that’s new to you?

Let’s focus on the term, “Big Bath.”

This is a familiar term for a person in the accounting or finance industry. Most, if not all, of them will understand it right away.

From the perspective of a non-accounting or non-finance person, that’s not always the case.

Despite the uncommon terms, did this headline catch the attention of a lot of readers online?


  • The published article had a total number of 8,982 views last June 11, 2020.
  • Last Thursday, June 18, 2020, the views increased and reached a total of 9,314 views.

For those who know what the term is, they are easily drawn to clicking on the headline. They know what it means because in most situations, it’s what they’re exposed to or interested in.

For those who don’t know what the term is, they are drawn to clicking on the headline because it sparks their curiosity. If people want to learn and read more about any topic, they would.

Take note: Other than using specific terminologies, your headline and content have to be well-written too. Using a bunch of words that don’t make sense matched with unrelated content will not merit the same results.

Of course, provide a definition for the rest of the jargons you use in your content. It will help in reaching a wider audience—those in the industry and those that are not, but would be interested in reading your work.

Your readers will have a better grasp on the message you want to convey.

To put your curiosity to rest, the meaning of Big Bath is…

“… when a collapse in actual cash earnings is compounded by a financial reporting anomaly that rears its ugly head every ten years or so.”

Just like the article, the headline and content were written to appeal to a lot of groups of people, not just the main target readers in the finance industry.

This tip is also used as a way for some people to learn new words, topics, and discussions from a particular industry.

Using jargons are just one of many tools you can use to capture the attention of many to read your copy or content.

As long as you get people hooked and interested, they’ll know the quality of information you can provide.

This is more than enough reason for them to stay tuned for the next one.

Try this on your next set of copywriting opportunities!

About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

In fact, many people may even find copywriting very intimidating.

However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write a copy for any brand or for your company, your aim is to make an impact and…

…to get people to remember.

Getting people to remember means getting consumers to buy your product or to avail of your service.

And when you get your content to deliver the results you want, THAT is a great copy!

Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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