As a professional writer, the topic of overused phrases is close to my heart. Talk to any skilled wordsmith and they’ll tell you about a self-imposed embargo on regularly invoked clichés. After all, the very first item on George Orwell’s “Six rules for writing” is “Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.”
So, it’s no wonder that phrases like “Dead in the water,” “In the grand scheme of things” and “Burning the midnight oil” have no place in professionally written copy. But this ban carries much more weight than a simple rule to follow – it’s a decree that’s been drummed into every writer during their literary training (in my case, it was a journalism school all those years ago). Once I left university and started working, however, I discovered that my instincts as a writer were seriously challenged.
As I entered the business arena, I was exposed to many smart people who didn’t share my distaste for widely-quoted figures of speech. In fact, many preferred to use them over crafting original sentences. Due to the popularity of buzz words, business language is jokingly referred to as corporate speak – formulaic communication laden with dead metaphors. According to Preply’s research, here are the Top 10 most annoying corporate buzzwords:
- New normal
- Culture (e.g., “Company culture”)
- Circle back
- Boots on the ground
- Give 110%
- Low-hanging fruit
- Win-win
- Move the needle
- Growth hacking
- Think outside the box
I would add a few more that make me do an internal eye roll each time I hear them: Synergy, touch base, move the needle (for crocheting or acupuncture?), on the same page, deep dive, paradigm shift, innovative solutions (what other solutions are there?), value proposition (all propositions should be valuable), going forward, game-changer – and my all time favorite, “disruptive.” Because if everything is disruptive, nothing is.
Buzzwords are the norm in the business world
Before working as a freelance copywriter within the tech sector, I worked for five years as a business reporter. In my role as a journalist, I had a blast interviewing business players and covering market-moving events. But I also discovered that many professionals often used buzz words and industry jargon assuming they were universally understood, even by those outside their field. Some relied on catch phrases and corporate speak because they sincerely wanted to communicate effectively; others did so because they wanted to sound knowledgeable within professional circles.
While working as a reporter, I liaised a lot with public relations professionals whose job it was to use strategic, persuasive, and tailored messaging to their target audience. As a member of that audience, I was frequently under the impression that they employed sound bites and big words because they wanted to impress or obscure information, instead of communicate clearly.
This experience has taught me that original employment of words is, actually, pretty rare. I’ve come to realize that lots of business people will choose words for their efficiency and functionality, and less so for their ability to make an impact. Let’s explore further what makes corporate speak so attractive.
Corporate speak is easy and practical
The truth is, familiar maxims are convenient. Corporate speak is the Swiss Army knife of communication – it’s easy to wield and practical for navigating the dialect of bureaucratic jungle. It’s the language of efficiency. It streamlines conversations and gives an air of professionalism. Tossing buzz words around enables people to communicate ideas without having to think too creatively about sentence structure. Even I’ll admit that coming up with an authentic way to say something can seriously drain one’s time and patience. Idioms, especially the often-repeated ones, are also clear. They’re easily recognizable and anyone from here to the ends of the earth will understand what a person meant to say (well, maybe not everyone on that scale, but certainly everyone in your business meeting).
Business speak also gives off the illusion that complex ideas are simpler than they really are (there’s no such thing as low-hanging fruit and it’s impossible to give 110% of yourself). This is because buzz words give instant authority to those who use it without the need for a lengthy vocabulary workout. Buzzwords are also the secret handshake of the business world that offer an express lane to convey ideas while creating a false sense of belonging among the corporate tribe. But while it’s tempting to sprinkle trendy terms into conversation, this habit sounds better in theory. In practice it’s a cringe-fest that’s just waiting to happen.
Using buzzwords is like serving reheated leftovers to your prospects
When every pitch echoes the same tired expressions, you end up sounding like a broken record. Your messages become indistinguishable from the competition. Imagine spending a lot of time crafting an authentic dish but then drowning it in too much seasoning from the supermarket. The original flavor will get lost. But your sales copy doesn’t have to sound like everyone else’s. In fact, you can substitute every tired cliché cited by Preply’s research with a useful alternative. Check out the possibilities:
- New normal vs. current reality or new circumstances.
- Culture (e.g., “Company culture”) vs. corporate character or the company ethos.
- Circle back vs. revisit the topic, return to the discussion, readdress the matter or reconnect on this.
- Boots on the ground vs. operational staff or field personnel.
- Give 110% vs. exceeding expectations, pouring your heart into it or giving a wholehearted effort.
- Low-hanging fruit vs. easier wins, quicker victories, simpler gains, immediate opportunities and effortless targets.
- Win-win vs. mutually beneficial, advantageous for all, cooperative success, shared victory, two-way advantage and collective gain.
- Move the needle vs. catalyze improvement, generate movement, ignite transformation, propel forward, influence progress, shift the dial and make an impact.
- Growth hacking vs. agile business development, scalable growth methods, rapid expansion strategies and nimble growth tactics.
- Think outside the box vs. deviate from the norm, foster original thinking, embrace unconventional solutions and challenge traditional perspectives.
Inauthentic language isn’t just boring – it poses other threats to the effectiveness of your sales copy
In a nut shell, clichés are the elevator music of advertising – bland, forgettable and unlikely to make you move to the beat. But aside from being dull and insipid, clichés can jeopardize your sales copy for a slew of other reasons. Clichés are also:
- Mechanical and aloof. Prioritizing metrics, ROI and efficiency over authentic language can lead to a robotic and impersonal tone.
- Stuffy. Hierarchies and traditional formalities stifle open and genuine discourse with partners, customers and employees.
- Inflexible. Maintaining a strict brand image can limit the use of authentic language.
- Not sincere enough. Industry-specific jargon creates a barrier to honest communication. If your messaging is dishonest, you’ll draw in clients with expectations that you can’t meet.
- Not attention grabbing. Safe and conventional language is boring and used out of fear of negative consequences. Bold messaging captivates audiences, communicates confidence and distinguishes a brand. It cuts through the noise, leaves a lasting impression and encourages engagement.
- Fad victims. Competitive pressure compels organizations to follow trends over using authentic expression.
Strategic ingenuity pays off and transforms outcomes
Striking a balance between professionalism and authenticity in communication is a delicate, challenging act for all organizations. But the minority of brands that refuse to swim in the sea of sameness stand to reap major rewards. Some have been so unafraid, bold and original in their messaging that they’ve canonballed into legendary status. Check out these marketing mavericks whose campaigns succeeded in connecting with audiences on a profound level:
- Apple’s 1984 commercial. The ad’s artistic reference to George Orwell’s novel about a dystopian society destroyed by a young woman smashing a screen positioned Apple as the tech industry’s new mover and shaker.
- Airbnb’s “Belong anywhere” campaign. Highlighting the concept of traveling while staying in a place that feels like home, the ad struck a chord with travelers looking for different and personal experiences. The campaign catapulted Airbnb into the forefront of global hospitality innovation, establishing it as a leader in the sharing economy.
- Nike’s “Just Do It” campaign. Introduced in 1988, the slogan encouraged action and determination, changing sports advertising forever with its simplicity and universal appeal.
- Dove’s “Real Beauty” campaign. By featuring real women of diverse body types, ages and ethnicities, the ad challenged conventional beauty standards and sparked conversations about self-esteem and body image. As a result, the brand snagged major spotlight in the early 2000s, inspiring many others to follow suit.
- Red Bull’s Stratos Jump. Red Bull’s sponsorship of Austrian skydiver Felix Baumgartner’s 2012 jump from a helium balloon in the stratosphere broke records for the highest freefall and fastest speed. The event was live-streamed and generated huge online buzz.
- Old Spice’s “The man your man could smell like” campaign. In 2010, the company’s series of commercials featuring a humorous “Old Spice Guy” became a viral phenomenon. They gave a boost to the brand by repositioning Old Spice as a contemporary and entertaining choice of men’s menfragrance.
Conclusion: Buzzwords sabotage your sales copy while authentic messaging revolutionizes results
Business speak is the duct tape of communication—convenient but, ultimately, mundane and utilitarian without much aesthetic appeal. While clichés may be efficient tools, expressions that are used too often suck the vitality out of your messaging. Prospects are so used to seeing them in media that they no longer make the desired impact. This means that, instead of attracting potential buyers, you’re sending them sprinting for the woods.
Although mastering the high-wire act of blending professionalism and authenticity is no smooth sailing, some companies dare to be different and end up surfing the waves of success. So take cues from marketing legends like Dove, Apple and Nike and drop the buzzwords. You’ll end up establishing trust, building genuine connections with your prospects and fostering long-term brand loyalty.
