Congregations seeking to transform are aware of a receptivity scale approach regarding how they speak to people about their faith development. [This receptivity scale was popularized by James Engel.] The implications are that if you are seeking to connect with the non-churched, you do not use churchy language about which they are clueless.
Beyond this is the idea that churched people who are culturally captive where they are as churched people and only know that language will have a very difficult time connecting with the non-churched. The non-churched will see their rhetoric as organized religion rather than a relationship to Jesus.