Have you ever been mid-marketing or -sales pitch when suddenly your brain goes dark while searching for the perfect word? Here are a few versatile gems that will make you sound smarter in a pinch!
Let’s start with two surefire winners. Many products are now touted as innovative and progressive, as opposed to the older models which were not…? These words embody trail-blazing technology and exploding creativity. Try dropping them into some practice sentences to beef up your marketing conversations:
“We deliver the best product for your individual needs due to our _________ operational plan.”
“Our ________ manufacturing teams are so ahead of the game that they set the pace for everyone else in the industry.
Old-fashioned is only stylish for typewriters. All other machines must be up-to-date; otherwise we would be forced to rewrite the definition of technology. Marketing buzzwords were created to accentuate the obvious.
Getting the drift? Let’s address two other interchangeable options: efficient and effective—is there a difference? Not really. But the buzzword answer is yes! No one will know there isn’t a difference when you deliver with confidence.
“Our sales teams are the most efficient in the industry, leading some of the most effective meetings and sales calls.”
Now swap the buzzwords and reread the sentence. A whole new meaning? Not at all.
Deliverable is an admirable filler due to its extreme flexibility:
“Please mark each envelope with a deliverable address.”
“Have you set a deliverable for the project?”
“Our deliverable rate is the highest in the industry.”
Oftentimes engaging (there’s another) titles can all mean the same thing, even though the slight differences sound as though you are discovering a new niche in the market.
“Consumer-oriented marketing” – Is there marketing that isn’t?
“Consumer-initiated marketing” – You just don’t have to pay for it.
Kevin Dwyer of SalesHQ at monster.com argues all these terms have an identical meaning: marketing, basically.
These days more words are focusing on the customer instead of actually stating their purpose, relating to consumers on an emotional, rather than logical, level. Labels such as usercentric, laser-focused and pro-active encourage inspiring thoughts among customers.
“Our laser-focused associates will help you get started on your project immediately.”
“Can you point me to a usercentric restroom?”
This obviously grants a far greater value proposition than a normal restroom.
At the very least, pro-active is better than con-active.
If you want to talk about the entire customer experience, three words are perfectly suited and together their power is limitless. They are: tangible, holistic and synergy. They also work great for single phrases that need some flavor. Try variations like holistically and synergistic.
“Our solution provides the most holistic approach, creating a tangible synergy between sales and marketing.”
Many customers are seeking an immersive experience—they do not want simply to watch or listen; they want to be fully enveloped in the product or pitch.
“I realize you were looking for dog biscuits, but in order to maximize your immersive experience, let’s take a look at our new line of submarines. It would be a win-win for you and your dog.”
(Note: never use the phrase tie-tie, or especially lose-lose. Products with these labels tend to sit. Promote everything as win-win in order to as much as double your ROI.)
And finally, if you are really at a loss for something to spice up your bland, simply convert the nearest adjective to a noun or verb, and you will automatically be two steps ahead. Don’t be afraid to unique your words to fit your purpose.
Now you have all you need to become a marketing-buzzword guru—similar to the rocket scientist of the 90’s and the brain surgeon of the previous decade. Even better, refer to yourself as a marketing-buzzword rockstar—this phrase seems to be on the rise. Although their meanings are identical (“someone moderately skilled in a subject or particular field” according to languagemonitor.com), by catching it before it goes mainstream, you might also be able to secure a position as a thought leader in the buzzword field!
Once you nail down the use of these words in business, you might start to see them seep into your daily life:
“I will be going to utilize the lake with my pro-active family for an innovative boat trip this weekend. My son is a fishing rockstar—his progressive synergy with the fish is a deliverable win-win for all of us.”
“Have fun—hopefully it won’t be an immersive experience.”