So you like cliched marketing lingo? For the love of all things good branding, stop. That's the advice from Writer co-founder May Habib, who says too many marketers adapt to the conversational style of their workplaces and continually repeat the jargon no matter how ridiculous it sounds.
You know the words: Synergy. Leverage. Paradigm shift. Do people really talk like this at work? Habib and her team are on a mission to rid the marketing landscape of such marketing-speak. Here’s a look at the 20 most annoying things marketers say today.
For insights into the world of marketing and branding speak, check out Habib’s blog posts on the Writer site.
No. 1 — Actionable insights
Google this term and you’ll get more than 62 million results. No matter how great the term is, if 62 million other people are using it, don’t.
No. 2 — Go-forward
Do you mean, “in the future?” Or, “from here forward?” Say that instead.
No. 3 — Holistic
Is it herbal medicine? Next.
No. 4 — Rock star
If someone is so excellent that they’re deemed worthy of the label “rock star,” chances are they peaked.
No. 5 — Ninja
Nobody wants to join the corporate ranks as a “ninja,” unless of course you’re recruiting for a position as a spy in feudal Japan, in which case keep it.
No. 6 — Motion
As in “sales motion” or “go-to-market motion.” Not only is this term over-engineered, but it sounds smarmy and overused.
No. 7 — Literally
The term is so overused it has totally lost its meaning. In fact, the definition of “literally” is so limited, we’re not surprised it got hijacked for something broader.
No. 8 — Operationalize
In the spirit of clear writing, just say, “put into use” or “make happen.”
No. 9 — Hone in
It is either “home in” (like zero in on something) or “hone” (like perfect a skill). But “hone in” is just a weird mash-up that makes your head hurt.
No. 10 — On premise
Unlike those other unfortunate or ill-advised terms, this one actually is wrong.
No. 11 — Business velocity
What does this even mean? Just say “go fast.”
No. 12 — Transformation
If “paradigm shift” is the “synergy” of change, “transformation” is the modern-day “paradigm shift.”
No. 13 — Paradigm shift
“Paradigm shift” is the “synergy” of change. Avoid it at all costs. This is not 1980.
No. 14 — Synergy
Who let the ’80s in? No word should have two Ys.
No 15 — Unparalleled
Like “unrivaled,” only more pretentious.
No. 16 — Unrivaled
Use your word count to say (or better yet, show) why you’re better.
No. 17 — Unlock
As in “unlock the value.” Data shows that use of this phrase has declined, even in corporate-land. So don’t date your business by using it.
No. 18 — Scale
Try to find a business pitch in the last 10 years that has used this word. Enough said.
No. 19 — Utilize
No.
No. 20 — Leverage
Unless you’re talking about debt financing or employing the services of a machine, don’t say “leverage.” One of the hallmarks of great writing is simplicity. With that in mind, just use “use.”
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