Robust Me

IT’S LAME

“Oh jeez, not another flexible, scalable, groundbreaking, industry-standard, cutting-edge product from a market-leading, well-positioned company! I think I’m gonna puke!” says marketing advice author David Meerman Scott in his blog post Gobbledygook Manifesto. He tallied several hundred thousand press releases last year with help from the wire services and news aggregators, and found over-use of bloated and vague terms like “robust,” “world class,” and “easy to use.”

The adjective “robust” has always been a little fuzzy in my book. It could mean “heavy duty,” or “purposely over-designed.” Or does it simply mean that, as opposed to being barely capable of doing the job it’s intended to do, the product in question is really, really, absolutely designed and/or built to do the job it’s intended to do?

More on Gobbledygook words soon.

 

IT’S GAME

“Pulse” as a verb.

As in: “information that pulses through the network,” or “the extra throughput tends to pulse the bottom line.” Use it to convey vibrancy, authority, intensity or resilience.

pulse marketing communications

 

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