Keep Your Content Timeless: No Buzzwords, Please
Buzzword – n. a word or phrase, often an item of jargon, that is fashionable at a particular time or in a particular context.
These words are trendy, fashionable, this season’s latest fad. They should not be loaded into each and every piece of work we create and used until the end of time. Words like these were meant to refresh and have become cliché. We hear and use them so often that they tend to invade other aspects of our work, diluting the value of what we produce.
As an avid reader and occasional writer, I know that I might put more emphasis on word choice than others, but some of these words just aren’t going to work anymore. Word choice heavily impacts the impression we give off to others (there’s my PR background sneaking up). If we speak to users in a whirl of buzzwords, they won’t know what to think about us.
The Usual Suspects
Using buzzwords dilutes our meaning and creates skepticism within our audience. They become throw-away words and almost ensure what we are trying to convey won’t be heard. For example, a content strategy filled with buzzwords is stale and forgettable, whereas language that is thoughtful and precise will better convey your message and engage your readers. Try your best to avoid these words and you might actually reach your users:
- Innovation
- Leverage
- Dynamic
- Thought leader
- KPIs
- Empower
- Groundbreaking
- Stakeholder
- Low hanging fruit
- Game-changer
- Next-gen
- Out-of-the-box
- Turnkey
- Breakthrough
Although I cannot share exact quantitative data on the overuse of these words, I am sure you are nodding your head in agreement when you read the list. These words have become ubiquitous background noise. I am even prone to using them once in awhile. The one I use often (unfortunately), is “out-of-the-box.” I have no idea how big the box is or what happens inside, but no matter what, every idea and concept should be beyond said box or ready to go when it is removed from the box.
It’s All in How You Say It
You don’t need to use these words to sell your ideas or products. Use the descriptive words and phrases that come natural to your vocabulary. You will seem far more credible with this approach. People are going to believe what you are saying and feel that they received something valuable from you and your team.
Whatever content you are creating needs to be comprised of words your user understands and would use themselves. If they cannot understand what you’re saying, how will they see the value of your work? Consider your audience and use words that are timeless to them. Make sure that whenever your content is picked up, it’s relevant and makes sense to your audience. Show that you and your organization don’t fall into the habit of following trends. Your word choice reflects your work. Make sure the content comes across as great, timeless and not “rad” or “tubular.”
Breaking the Habit
If you aren’t sure about letting the words go, trust me, your users are ready. We just had a client in our office last week, working on a content strategy. While toying with descriptive words for part of their plan, the word innovation came up. They quickly rejected that idea, saying they were so sick of hearing that word. It was so refreshing to me to hear that they wanted to dig deeper for a more specific descriptive word.
I’m not asking my fellow marketers to bust out a thesaurus for each and every content strategy they build. I’m suggesting that it’s time we go back to using our natural word choice and stop hiding behind the fog of buzzwords. Be real with your users and you will get the same in return. Trust that your natural word choice will do the heavy lifting and get the real point across.
