The Content-Free Buzzword-Compliant Vocabulary List

by Peter Cohan

Published on July 13, 2004

Tags: Customer Engagement, Marketing Inspiration, Targeting, Writing

“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.

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

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