“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:
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.