100 Years of Advancing Destinations

101 bad business buzzwords — and why you should avoid them

Thursday, November 7, 2013

<img src="http://www.multibriefs.com/briefs/img/exclusive_content.png" border="0" align="right" hspace="5" vspace="2"> Today's marketing and proposal materials are littered with important-sounding words that have no real value. Seamless, top-notch, world-class, laser-focused, and best of breed. We've all been guilty of using terms like these in place of meaningful descriptors. Unfortunately, buzzwords can seriously weaken your persuasive messaging and give an impression of insecurity. In fact, a 2010 study by researchers at New York University and the University of Basel found that readers are significantly more likely to think your statements are untruthful when written with abstract language, rather than with concrete terms and phrasing. Not good.