Archive for the ‘Techno’ Category

Babble Ain’t Just for Us Techno-Babblers No More

June 20, 2007

Jargon in promotional communications is bad enough. But bloated, almost nonsensical babble can be even worse. Especially when it’s long and protracted…what you might call”Ramble-Babble.”

Eric Webber (Webber/McJ Communications (Austin, TX) recently railed on some poignant examples of abuse in his Advertising Age column. (June 4, 2007). Quoted from Hastings, a company that sells books, music and movies: “(our goal is to) satisfy our customers’ desires for personal entertainment and information through total customer satisfaction.” Wow.

From another communications company: “We are developing sustainable communications programs that actually revolve around what we have learned, through systems thinking, are in the customer’s best interests.”

Laudable.

IT’S LAME

Thanks to Jessica Wayland (PR Pro from the Detroit Economic Club) for several suggestions, including:

“Innovative”

How sweet the sound. Find it used on 188 million web pages.

It’s in the running for our “most overused adjective” award (to be bestowed soon). The question is raised: if everything offered in the business world is innovative, what’s the opposite and when should it be used? “Conventional” often describes the dreaded Brand X when comparisons are made to the competition.

I have an answer. When presenting both your standard and the really-cool-revved-up version of your product, refer to them this way: “To meet your needs, you can choose our innovative Maverick XT or settle for our uninspired Mainstay Model A.”

IT’S GAME

“Rudder”

 

A noun: even better as a verb. When you’re talking about direction.

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