On the Bleeding Edge of Buzzwords in B2B

justin_6-13Calendarize. Diarize. Open the kimono. Deferred success. Air cover. Right-sizing.

Buzzwords and jargon get a bad rap. And for the most part, it’s warranted. They’re overused, overly contrived, and often eye roll-worthy.

The goal of advertising is to simplify a message to reach the point of utmost persuasive clarity. And that means keeping buzzwords to a minimum. The sticking point is that some B2B industries are so specific in their language that not all of their jargon can be simplified without losing some of its meaning.

The trick to thriving in this environment is figuring out which terms are essential for getting your point across—and which you can lose. Discerning between buzzword and useful B2B term. It’s a fine line to walk. But the right agency will be up for the challenge.

 Opening The Kimono On Excessive Buzzword Use

 If your agency is using a lot of buzzwords, it’s usually a sign they didn’t do their homework. Without putting in the time to get to know you as a client—to truly understand business—it’s impossible to trim the fat and explain things in simple terms.

And that’s critical. Using fluffy, buzzword-heavy copy is like speaking through a mouthful of marshmallows. Ineffective, and potentially deadly. In the words of The Cluetrain Manifesto:

In just a few short years, the current homogenized “voice” of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court.

How You Can Protect Yourself From Buzzwords

Here are a few questions you can ask to figure out whether your agency really knows its stuff—or whether they’re just blowing smoke:

  1. Do they write the way normal people speak?

First things first: keep an eye out for copy that seems complicated for the sake of being complicated. Copy should be simple, direct, and persuasive. It should talk to you person-to-person, like a friend would.

  1. Do they surprise you with their insights into your industry?

Good creative should make you think, “I never would have thought of that,” and then “I wish I’d thought of that.” Your agency should bring a deep understanding of your industry and your organization’s role in it to the table.

  1. Are they obsessed with figuring out what your customers care about?

All organizations love to talk about themselves. But few customers love to listen. The best agencies will bridge that gap. They’ll figure out what your customers are already talking about—their hopes, frustrations and desires—and how to insert you into the conversation.

Too many agencies seem to forget that of the three words in “business-to-business,” business is two of them. Your agency is responsible for the to part. But that to needs to be informed by the stuff on either side—by getting to know your business and your customer’s business as intimately as possible.

When that happens, buzzword use gets right-sized overnight.

Interested in seeing what that looks like? Let’s chat. And for a quick reference on what constitutes a buzzword vs. an essential B2B term, check out the table below.

ESSENTIAL B2B TERM BUZZWORD
Clarifies meaning and helps communicate a point quickly Clouds meaning with unnecessary or cryptic metaphors
Doesn’t change the conversational tone of the copy Reads immediately as business-speak
Used within a group that understands its meaning Used to convey authority and self-importance to a general audience
Shows insider knowledge and deep understanding of the industry Shows immature understanding of the industry
Inspires outsiders to learn more about the innovative work done by your organization Inspires insiders and outsiders alike to roll their eyes and stop reading

 

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

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

On the Bleeding Edge of Buzzwords in B2B

justin_6-13Calendarize. Diarize. Open the kimono. Deferred success. Air cover. Right-sizing.

Buzzwords and jargon get a bad rap. And for the most part, it’s warranted. They’re overused, overly contrived, and often eye roll-worthy.

The goal of advertising is to simplify a message to reach the point of utmost persuasive clarity. And that means keeping buzzwords to a minimum. The sticking point is that some B2B industries are so specific in their language that not all of their jargon can be simplified without losing some of its meaning.

The trick to thriving in this environment is figuring out which terms are essential for getting your point across—and which you can lose. Discerning between buzzword and useful B2B term. It’s a fine line to walk. But the right agency will be up for the challenge.

 Opening The Kimono On Excessive Buzzword Use

 If your agency is using a lot of buzzwords, it’s usually a sign they didn’t do their homework. Without putting in the time to get to know you as a client—to truly understand business—it’s impossible to trim the fat and explain things in simple terms.

And that’s critical. Using fluffy, buzzword-heavy copy is like speaking through a mouthful of marshmallows. Ineffective, and potentially deadly. In the words of The Cluetrain Manifesto:

In just a few short years, the current homogenized “voice” of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court.

How You Can Protect Yourself From Buzzwords

Here are a few questions you can ask to figure out whether your agency really knows its stuff—or whether they’re just blowing smoke:

  1. Do they write the way normal people speak?

First things first: keep an eye out for copy that seems complicated for the sake of being complicated. Copy should be simple, direct, and persuasive. It should talk to you person-to-person, like a friend would.

  1. Do they surprise you with their insights into your industry?

Good creative should make you think, “I never would have thought of that,” and then “I wish I’d thought of that.” Your agency should bring a deep understanding of your industry and your organization’s role in it to the table.

  1. Are they obsessed with figuring out what your customers care about?

All organizations love to talk about themselves. But few customers love to listen. The best agencies will bridge that gap. They’ll figure out what your customers are already talking about—their hopes, frustrations and desires—and how to insert you into the conversation.

Too many agencies seem to forget that of the three words in “business-to-business,” business is two of them. Your agency is responsible for the to part. But that to needs to be informed by the stuff on either side—by getting to know your business and your customer’s business as intimately as possible.

When that happens, buzzword use gets right-sized overnight.

Interested in seeing what that looks like? Let’s chat. And for a quick reference on what constitutes a buzzword vs. an essential B2B term, check out the table below.

ESSENTIAL B2B TERM BUZZWORD
Clarifies meaning and helps communicate a point quickly Clouds meaning with unnecessary or cryptic metaphors
Doesn’t change the conversational tone of the copy Reads immediately as business-speak
Used within a group that understands its meaning Used to convey authority and self-importance to a general audience
Shows insider knowledge and deep understanding of the industry Shows immature understanding of the industry
Inspires outsiders to learn more about the innovative work done by your organization Inspires insiders and outsiders alike to roll their eyes and stop reading

 

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

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

On the Bleeding Edge of Buzzwords in B2B

justin_6-13Calendarize. Diarize. Open the kimono. Deferred success. Air cover. Right-sizing.

Buzzwords and jargon get a bad rap. And for the most part, it’s warranted. They’re overused, overly contrived, and often eye roll-worthy.

The goal of advertising is to simplify a message to reach the point of utmost persuasive clarity. And that means keeping buzzwords to a minimum. The sticking point is that some B2B industries are so specific in their language that not all of their jargon can be simplified without losing some of its meaning.

The trick to thriving in this environment is figuring out which terms are essential for getting your point across—and which you can lose. Discerning between buzzword and useful B2B term. It’s a fine line to walk. But the right agency will be up for the challenge.

 Opening The Kimono On Excessive Buzzword Use

 If your agency is using a lot of buzzwords, it’s usually a sign they didn’t do their homework. Without putting in the time to get to know you as a client—to truly understand business—it’s impossible to trim the fat and explain things in simple terms.

And that’s critical. Using fluffy, buzzword-heavy copy is like speaking through a mouthful of marshmallows. Ineffective, and potentially deadly. In the words of The Cluetrain Manifesto:

In just a few short years, the current homogenized “voice” of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court.

How You Can Protect Yourself From Buzzwords

Here are a few questions you can ask to figure out whether your agency really knows its stuff—or whether they’re just blowing smoke:

  1. Do they write the way normal people speak?

First things first: keep an eye out for copy that seems complicated for the sake of being complicated. Copy should be simple, direct, and persuasive. It should talk to you person-to-person, like a friend would.

  1. Do they surprise you with their insights into your industry?

Good creative should make you think, “I never would have thought of that,” and then “I wish I’d thought of that.” Your agency should bring a deep understanding of your industry and your organization’s role in it to the table.

  1. Are they obsessed with figuring out what your customers care about?

All organizations love to talk about themselves. But few customers love to listen. The best agencies will bridge that gap. They’ll figure out what your customers are already talking about—their hopes, frustrations and desires—and how to insert you into the conversation.

Too many agencies seem to forget that of the three words in “business-to-business,” business is two of them. Your agency is responsible for the to part. But that to needs to be informed by the stuff on either side—by getting to know your business and your customer’s business as intimately as possible.

When that happens, buzzword use gets right-sized overnight.

Interested in seeing what that looks like? Let’s chat. And for a quick reference on what constitutes a buzzword vs. an essential B2B term, check out the table below.

ESSENTIAL B2B TERM BUZZWORD
Clarifies meaning and helps communicate a point quickly Clouds meaning with unnecessary or cryptic metaphors
Doesn’t change the conversational tone of the copy Reads immediately as business-speak
Used within a group that understands its meaning Used to convey authority and self-importance to a general audience
Shows insider knowledge and deep understanding of the industry Shows immature understanding of the industry
Inspires outsiders to learn more about the innovative work done by your organization Inspires insiders and outsiders alike to roll their eyes and stop reading

 

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

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

On the Bleeding Edge of Buzzwords in B2B

justin_6-13Calendarize. Diarize. Open the kimono. Deferred success. Air cover. Right-sizing.

Buzzwords and jargon get a bad rap. And for the most part, it’s warranted. They’re overused, overly contrived, and often eye roll-worthy.

The goal of advertising is to simplify a message to reach the point of utmost persuasive clarity. And that means keeping buzzwords to a minimum. The sticking point is that some B2B industries are so specific in their language that not all of their jargon can be simplified without losing some of its meaning.

The trick to thriving in this environment is figuring out which terms are essential for getting your point across—and which you can lose. Discerning between buzzword and useful B2B term. It’s a fine line to walk. But the right agency will be up for the challenge.

 Opening The Kimono On Excessive Buzzword Use

 If your agency is using a lot of buzzwords, it’s usually a sign they didn’t do their homework. Without putting in the time to get to know you as a client—to truly understand business—it’s impossible to trim the fat and explain things in simple terms.

And that’s critical. Using fluffy, buzzword-heavy copy is like speaking through a mouthful of marshmallows. Ineffective, and potentially deadly. In the words of The Cluetrain Manifesto:

In just a few short years, the current homogenized “voice” of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court.

How You Can Protect Yourself From Buzzwords

Here are a few questions you can ask to figure out whether your agency really knows its stuff—or whether they’re just blowing smoke:

  1. Do they write the way normal people speak?

First things first: keep an eye out for copy that seems complicated for the sake of being complicated. Copy should be simple, direct, and persuasive. It should talk to you person-to-person, like a friend would.

  1. Do they surprise you with their insights into your industry?

Good creative should make you think, “I never would have thought of that,” and then “I wish I’d thought of that.” Your agency should bring a deep understanding of your industry and your organization’s role in it to the table.

  1. Are they obsessed with figuring out what your customers care about?

All organizations love to talk about themselves. But few customers love to listen. The best agencies will bridge that gap. They’ll figure out what your customers are already talking about—their hopes, frustrations and desires—and how to insert you into the conversation.

Too many agencies seem to forget that of the three words in “business-to-business,” business is two of them. Your agency is responsible for the to part. But that to needs to be informed by the stuff on either side—by getting to know your business and your customer’s business as intimately as possible.

When that happens, buzzword use gets right-sized overnight.

Interested in seeing what that looks like? Let’s chat. And for a quick reference on what constitutes a buzzword vs. an essential B2B term, check out the table below.

ESSENTIAL B2B TERM BUZZWORD
Clarifies meaning and helps communicate a point quickly Clouds meaning with unnecessary or cryptic metaphors
Doesn’t change the conversational tone of the copy Reads immediately as business-speak
Used within a group that understands its meaning Used to convey authority and self-importance to a general audience
Shows insider knowledge and deep understanding of the industry Shows immature understanding of the industry
Inspires outsiders to learn more about the innovative work done by your organization Inspires insiders and outsiders alike to roll their eyes and stop reading

 

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

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