I’m chuffed to bits that Power Hour Network regular and all round cracking chap, Magic Mak from Magic Mak Media has written this guest blog following many a chat about the endless assault on our newsfeeds and network events of the dreaded Marketing
Truth is, me and Mak (and many others!) are pretty tired of business buzzzzwords. Lets put an end to them!
I’ll leave it to Mak to explain more…
“Join me on a journey where we can create an authenticity communication strategy that is platform agnostic”.* Mak of Magic Mak Media
*Made up guff
If you think that is a load of b.s, then you are right because I have just made that up. However, business owners especially marketing gurus will say that kind of nonsense. It is because you have to be seen as a “Thought Leader” or a person “who pushes the envelope”. The problem is that by sitting in some marketing buzzword ivory tower, you end up only communicating with those who have prior knowledge.
How did it start?
In the 80’s and 90s’s long before the internet, people used to use business buzzwords because it made them look sophisticated. The main offenders of the overuse of business buzzwords were the management consultancies. They used buzzwords as a way to look more important and charge higher fees.
People often did not challenge buzzwords b.s ,in case they looked unintelligent. Instead, they would nod and have it in their arsenal to use on an unsuspecting person. It also formed something dangerous in many organisations, because you were often penalised if you don’t use these unintelligible buzzwords such as: a hyper-local strategy that lacks homogeneity.(In English: Standing out in the local community)
So, why should business owners of the modern age stop writing buzzword b.s?
Google (or your preferred search engine)
When your customers are looking for your service,they will not be searching for the buzzword terms that you think are appropriate to write in your content. They will be searching for words that are RELEVANT to their PROBLEM.
Also you are creating a huge barrier between your business and the customer/client. You need to use simple and clear language that can show your customer that you know what you are doing.
The most important thing is that you don’t want the message of your business to be woolly by the misuse of buzzwords.
What are the 7 offending b.s buzzwords/phrases that you should stop using?
Holistic- Unless it is some kind of therapy, then why use this word? Why? As soon as you say something is holistic, people start asking more questions such as:
What the fudge is in it?
So instead just tell them what is in your product or service.
Disruptive- Unless you have actually created something that is fresh and new to the market, then it is not disruptive. It has been a buzzword used commonly by the tech sector to make the familiar sound new such as: Tinder for Business (Phew, that didn’t work).
Thought Leader –Very vague term. Maybe that is why a lot of people use it. However in the dictionary, the term means a person with influence and authority. Don’t be a Thought Leader; focus on giving your audience value and then you will become an actual authority in your field.
Customer centric- If you are in business and are not customer centric then you should not be in business. If you talk about being customer centric then take it out of your content because it doesn’t add any value.
Paradigm Shift- It is a habit change, but gurus cannot get you part with your hard earned cash if it is just a “habit change”. So a habit change is made into some deity known as the “Paradigm shift”. If you are a Coach, stop using it.
Restructuring- If a firm is going through restructuring then all the employees are spending time on Indeed or Reed looking for a new job. Why not be honest and say that there might be some redundancies. Stop using Bain/McKinsey language to sugar-coat something that is not nice.
Millennial – If you see research talking about Millennials, just discard it. It is an lazy phrase to group people who are in their 20s and 30s into one group.
“Millennials love shopping online more often in this on-demand economy”. This phrase is often used by some “Research consultancy” who are supposed to be up to date. Instead of listening to these research consultancies, start doing your own research.
Authentic- I blame Simon, Gary and all those other marketers who keep telling business owners that they should be more “authentic”. What does it actually mean? Usually when you look further into it, then it means “being yourself”. Then why not say that?
However as Seth Godin said:
“Authenticity is a trap”.
I agree because it cannot be measured and it could lead to businesses not being on their game in search of the mythical “authenticity”. Also, customers do not buy from you because you are authentic.
They often buy from you because you are genuine, do what you say and have great values. All these three things can be controlled.
In 2019 and beyond you need to have a communication style with your audience that is direct and buzzword free. If you do not then your message has to be translated out of the woolly fog. The sad thing is that customers do not have that time to decipher your message.
So step away from the Buzzwords B.S!
You can see more from the blog of on the Marketing page.
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