The Creative Group recently polled 250 marketing and communication professionals about the most overused buzz words. The problem with buzzwords, of course, is that when overused they become meaningless and cliche. When in doubt, use clear concrete language that cannot be misunderstood by any audience. The same language should be effective when talking to your peers as it does when talking to a client… or, the real test, when talking to your mom.
Here are some of my favorites form the Creative Group’s survey: (and my commentary)
Outside-the-box: outside what box? i think this is so overused that the outside of the box has actually become the inside of the box.
Synergy: Guilty of using. Probably even in public. Bad.
The big idea: Isn’t this the name of that TV show on CNN with at advertising guy? Hmmm…
ROI: This one is tough. In some situations, you’re almost expected to use it. Unfortunately, it’s overused and misused so it’s almost become of synonym for “I understand that I need to show that this tactic is worth doing financially” rather than some concrete measure.
Paradigm shift: Do we need to do paradigm shift drills? and have our communication plans paradigm-shift-retrofitted?
Integrated solution: The sister to synergy – say what you mean. If your recommendation is to combine media relations, a YouTube channel, direct mail and a MySpace page – say so! Using language like integrated solution and synergy are the reason that consultants and agencies end up dealing with “scope creep.” Be clear and you’ll be understood.
Make it pop: I think the only place this work is on What Not to Wear. And it’s referring to color. As in, that red sweater really makes that outfit pop.
Low-hanging fruit: Oh, I’m so guilty of using this. So, so guilty. I will stop. Right now. Really.
Any others?
