Slough Off the Cruft

A few more observations about overused words mentioned in David Meerman Scott’s blog post Gobbledygook Manifesto. By the way, his book, The New Rules of Marketing & PR, is coming in June. I’ve seen an advance copy – lots of information and ideas on building networks (and customers) via blogs and RSS.

IT’S LAME

“World class.”

The term seems to suggest that, no matter where the reader lives, there is always somewhere else in the world where everyone has higher standards than “us undiscerning schmucks that live right here.” Once upon a time, “world class” indicated that the product or product design was viable on more than one continent. Then it became a favorite edit-in adjective to imply that the product or service is so great that it ought to be deemed the standard of the world. Result of overuse: it’s almost as trite as “super.”

“Easy to use.” Yep, nothing’s hard.

IT’S GAME

“Cruft.”

It signifies anything unpleasant that accumulates over time. As in dust under the bed. You could use it to describe an efficiency-stealing bad habit that makes operations progressively worse.

“Comport.”

Synonym for “behave” or “conduct.” As in: ” Jason’s tech savvy lets him comport himself with confidence.”

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