“Our powerful software is flexible, intuitive, easy-to-use and integrates seamlessly with your other tools. It is robust and scalable, and your organization can enjoy the benefits of our best-of-breed world-class offering.”

How many times have you read this type of jargon in software marketing material? Does it provide you with any real information—or is it simply a string of meaningless buzzwords?

When you or your team uses these words and phrases in a presentation or software demonstration, you risk losing credibility. Presentations and demos, in particular, need to focus on facts—not supposition—to achieve technical proof or generate a real vision in the customers' minds.

Here's the list of words that can get you and your team into trouble. We it call the Content-Free Buzzword-Compliant Vocabulary List:

1. Robust
2. Powerful
3. Flexible
4. Integrated
5. Seamless
6. Extensible
7. Scalable
8. Interoperable
9. Easy-to-use
10. Intuitive
11. User-friendly
12. Comprehensive
13. Best-of-breed
14. World-class

How can you communicate the ideas behind these buzzwords and stay in the land of facts? Look for concrete, fact-based examples that illustrate the ideas.

For example, instead of saying, “Our software is robust,” you might say: “This software is deployed worldwide and is in day-by-day production use by over 10,000 users.”

Or, alternatively, “Our users enjoy 99.98% uptime on a 24/7/365 basis.” The specifics and numbers that you provide make your statements and claims more credible.

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ABOUT THE AUTHOR

Peter Cohan runs The Second Derivative out of Belmont, California. For more information, visit www.SecondDerivative.com.