Buzzwords and the Credibility Problem

It’s tempting to promote a product, service or company by using popular buzzwords. The formula is simple: pick some buzzwords, string them together in a few sentences, and voila!

Buzzwords can be appropriate and convenient. But 90% of the time, they are misused.

I am growing increasingly sensitive to how I use buzzwords, because I am noticing that I react negatively when others use buzzwords in written and verbal communications. When I start hearing a parade of buzzwords, I conclude that the person isn’t communicating – they’re just stringing together a bunch of words for effect.

I suspect that you too react negatively or that like me, you start to tune out the conversation when you hear many buzzwords. That’s the rub with buzzwords – if everyone uses them, they are no longer unique. Who cares if you have a ground-breaking or viral product if every single other company claims to have a ground-breaking or viral product?

If your audience is tuning you out, your marketing or fundraising message will fall on deaf ears.

There’s an easy solution. Talk with people.

Cut the buzzwords. They are not necessary.

image credit: Zach Inglis

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