In my career, I’ve definitely been guilty at times of writing a lot of complicated things but saying very little.
I still cringe every time I see marketing speak. When you’re writing on a subject you don’t know well it takes a lot of discipline to avoid using meaningless terms that don't really say anything at all. Using language like this even hides the real meaning of what you are writing.
Here's a tongue in cheek translation guide to help you understand what marketers are really trying to say.
Marketing Speak | Sam's Translation |
“leverage technology” | use software |
“generate efficiencies” | save time |
“innovative solutions” | it's better now |
“significant competitive advantage” | you'll improve |
“comprehensive solution suite” | it does lots of things |
“leading provider” | not the best, maybe top 5 |
“establish aesthetics” | change the way it looks |
“enhanced redesign” | it looks different now |
“optimize user interaction“ | it's easy to use |
“faster, adaptable and comprehensive experience” | it’s really easy to use |
“supporting process improvement” | ??? |
**These are very real. I found these all in one press release (I won't name and shame).