The Gobbledygook Manifesto

The Gobbledygook Manifesto
by David Meerman Scott
A case against using empty industry buzz words. Write for your customer in language they understand.
Must Read especially if you write for B2B.

Oh jeez, not another flexible, scalable, groundbreaking, industry-standard, cutting-edge product from a market-leading, well positioned company!
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For some reason, marketing people at technology companies have a particularly tough time explaining how products solve customer problems. Because these writers don’t understand how their products solve customer problems, or are too lazy to write for buyers, they cover by explaining myriad nuances of how the product works and pepper this blather with industry jargon that sounds vaguely impressive. What ends up in marketing materials and news releases is a bunch of talk about "industry-leading" solutions that purport to help companies "streamline business process," "achieve business objectives," or "conserve organizational resources." Huh?
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Here's a test: Take the language that the marketers at your company dreamed up and substitute the name of a competitor and the competitor’s product for your own. Does it still make sense to you? Marketing language that can be substituted for another company's isn't effective in explaining to a buyer why your company is the right choice.

Jargon does not convince and certainly does not convert readers into buyers.

Read the entire article. Then check out the publication date. Yep, over ten years ago!

Writers who understand a business customer base and are able to speak to the needs of those customers are much more likely to develop buyers for a business.

I wrote about some simple ways to combat this language muddle in How to Speak To Your Prospect https://goo.gl/9KdFJk

http://www.webinknow.com/2006/10/the_gobbledygoo.html