With his trademark understated cultural satire, Bill Watterson strikes a chord for all of us who are sick to death of — or at least hopelessly confused by — empty jargon, meaningless, business-speak and other words that take up space but communicate nothing.

What you say matters. Your words have worth…or at least they should. If communication is currency—and it is—when you opt for content that says nothing and means less, you are creating message inflation, devaluing the currency of your communication and frustrating your prospects in the process.

Let me put it to you this way: How much would you pay for a gadget that… 

  • You may already have
  • You do not fully understand
  • Comes with instructions written in a language you do not speak
  • Promises no desirable results

I’m guessing you would not pay very much for one of those. You may not even take it home if someone was giving it away. So, why is it that so many people find it necessary to fill their books, websites and blog posts with insufferable jargon and empty words?

As an illustration, here is a work request a colleague of mine recently received regarding her need for contract help:

“Hello. I work with individuals and companies to build unique solutions to help take your vision to the next level. I would work with you to understand your objectives ranging from internet to creative marketing strategies and business development.”

This post reads like it was assembled in the jargon factory and picked up wholesale at the business-speak department of IKEA…some assembly required. Here’s another example, pulled from the ABOUT page of a random website:

“We are a fully-calibrated, collaboration-guided agency where everyone has a voice. {Company X} finds creative and innovative solutions for the needs of our clients. In a landscape that is ever-evolving, we are a dynamic team that knows how to get it done – smartly, effectively, and most of all, passionately.”

Okay, let’s do some quick word association…

“Fully calibrated and collaboration guided” sounds like what you do to a ballistic missile, not a marketing plan. Also, it’s wonderful that you have not hired mutes at your agency, and that the presence of voices allows your team to be dynamic at getting “it” done.

But there’s just one small issue…

You never explained the “it” that you get done “smartly, effectively, and most of all, passionately.” Without a specific, applicable message, there can be no call to action. So, your prospect will read your pretty words…and do nothing.

TAKEAWAY

Avoid jargon and empty business-speak. Deliver simple, direct content that makes sense and compels the reader to action. That’s what Atlas Media Ink has been doing for more than 20 years.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Henderson Beach State Park

Henderson Beach State Park

Destin, Florida, on the northern end of the Gulf of Mexico in Florida’s Panhandle, is a haven for vacationers looking for exciting water sports and family fun. And, if you would rather slow it down and relax your days away, there is no better spot in...

Homosassa Springs Wildlife State Park

Homosassa Springs Wildlife State Park

Homosassa Springs is a surprise. Although it is an official State Park, this land has been a tourist attraction for a century, and it feels more like a theme park than a place of relaxation. Though a day here is undoubtedly relaxing as well. In the early...

Writer & Editor: The Perfect Team

I work with some terrific editors who understand the subtle difference between directing a writer and correcting their work. Both are important; and both are vital to a successful story. But the secret to that success lies in understanding when and where...

Spell Check Two-Step

In their preschool years, of my boys’ favorite shows was a PBS educational cartoon called Super Why. The four main characters in the show, the “Super Readers,” are storybook characters with reading-based super-hero alter egos. One of the characters in the...

Research as a Creative Writing Prompt

Research allows you to learn things you did not previously know. Duh. It also introduces you to new worlds, strange ecosystems and unfamiliar social networks. This new information has the potential to blast through your writer’s block like dynamite… if...

Vero Beach

Vero Beach And Other Hidden Gems on the Treasure Coast   When vacationers, even many Florida natives, think about hitting the beach on the Atlantic coast, they head to Daytona, Cocoa, Lauderdale or Amelia Island. Florida’s Treasure Coast is treated as...

Captiva, FL – Pirates, Parrots & Mucky Ducks

Situated off the southwest coast of peninsular Florida just north of Sanibel Island, Captiva takes its name from a local legend. According to the tales, infamous swashbuckler, Jose Gaspar, imprisoned women he was holding for ransom somewhere on this little...

Banish Writer’s Block For Good

Many, if not most prospective writers are born storytellers. Sergeant Friday would hate us because we rarely, if ever, stick to “just the facts, ma’am.” We love to recite even the simplest activity in narrative form. Whether it be a relatively mundane...

Lady and the Scamp

Lynette Birch has a simple philosophy. It hangs around her neck, a thin charm wrought in gold, a single letter connected to a twisted strand of rope. Y knot. This message pours from the heart and radiates from the smile of a lady who has every reason to...

5 Cups of Coffee

Ferris Bueller said life goes by too fast. If you don’t stop and look around once in a while, you just might miss it. I wondered if maybe “once in a while” just isn’t enough. We put so much emphasis on weekends and annual vacations we drain the fun and...

Gay Marriage & Religious Freedom

Every since the SCOTUS agreed to hear arguments related to gay marriage, some very prominent religious leaders have stated that legally protected gay marriage could force churches to perform gay weddings. Those leaders are lying … and they know it. Now...