Buzzwords and business jargon. We all see them and probably use them every day: Paradigm shifts. Deliverables. Synergy. Interfacing. The list is bottomless.
These words all have their appropriate uses. Marketing just isn’t one of them.
Who are you? What is your business about? What difference do you want to make?
Well-crafted marketing content can clearly communicate the answers to these questions. Buzzword-laden copy can obscure your true identity.
The internet is littered with sites that make potential customers’ eyes glaze over with the steely gray of jargon – business blather, if you please. These sites don’t read like a real person wrote them. Readers can’t relate to them on a human level, which is where purchase decisions are made.
“Why invoke an overused buzzword when you can summon a deeply felt set of beliefs about what the company stands for and what it’s building for the future?” asks co-founder of Fast Company William Taylor in his book, Simply Brilliant.
Three benefits of communicating core values vs. buzzwords
Communicating core values builds trust. Having strong corporate values is great — essential, one might say. Communicating them to customers and employees is even better. When your messaging matches, internally and externally, verbally and in actions, you establish a reputation as trustworthy that is beyond priceless. Instead of making you sound superior, buzzwords tend to make people think you’re being less than genuine.
Communicating core values impacts your customers and employees. Selling your mission to your team is at least as important as selling your products and services to your customers. As author and speaker Simon Sinek says, “Customers will never love a company until the employees love it first.” No one falls in love with buzzwords.
Communicating core values enhances brand loyalty. “The reason we stay loyal to certain brands is because of their values,” writes Lindsay Kolowich for HubSpot. “The best brands strive to combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do.” Buzzwords might be logical, but they give an emotionless, bloodless, disembodied experience to customer and employee alike.
The best language for communicating the core beliefs of your business is usually simple and straightforward. The messaging may be simple, but the process to get there is not. A commitment of time and dollars will yield a good return.