The point is, make sure what you write actually means something.
This will empower you to leverage your thinking and step outside the box so that you can help customers find solutions to their problems.
In an effort to sound smart, different and credible, the language of corporate marketing has taken a turn for the worse. Complete websites, brochures, and datasheets are written that don’t mean anything.
This type of corporate gobbledygook is not helpful. In fact, it has the opposite affect. Since it would take your customers more effort to figure out what you are saying, they move on to the next guy and you lose a potential customer.
What is a solution? Bull Fighter is one solution. It finds “bull words” and suggests alternatives.
Here is an example:
- Stakeholder: Alternative words were vampire slayer, victim and forks. “Overused to the point of pain by consultants.”
- First-Mover: “Battle cry from the first Internet boom bust, one with little remaining credibility.”
- Empower: “A grandiose word…solidly enshrined in the consulting cliché hall of fame.”
The point is to get away from buzz words that mean nothing and say what you really want to say. Make sure it means something to someone who doesn’t work for your company.
Information provided by Laura Lowell and, with permission, shared. www.lauralowell.com
Author K. Meador is a mom to two grown sons who are currently pursuing their adult lives outside the home. She enjoys history, aviation, writing, and romance. In addition, she enjoys photography, walking, and visiting with family and friends. For the past several years, she has traveled with her job and has now settled down in Oklahoma City area.
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