Bad Jargon, no Biscuit

I was at an AMA members only even the other day and got into a nice discussion about some of the most overused parts of the marketing lexicon. Here are my two favorites. These are words you are quite simply never allowed to use in your marketing copy:

1. Optimize. This one’s mostly found in internal marketing communications where some low level director is trying to impress her superiors. In use it goes like this: “We plan on optimizing ROI with optimetrix optimizator.”

2. Solutions. Solutions is the devil of marketing copy. What makes it so bad? There’s not a damned word in the world that says the same thing. Strangely enough, Solutions used to be a jim dandy of a word, but overuse by hyped up marketers has rendered it absolutely useless. Common use these days? “We’ll optimize your solutionator with our solutionazation stream.”

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