As I do a fair amount of cooking, one of my favorite household activities is to shop at the grocery store. More than the actual experience, I really enjoy checking out the packaging to see how different brands position themselves to the consumer. It was during a recent outing that I think I hit buzzword overload:
“7 grain” (are there other number of grains?)
Honestly, I don’t even know what these terms mean any more. While these words have some basis in truth, their true meaning has been diluted to the point that they are truly worthless to the consumer. It reminds me of the movie Idiocracy where, in the future, fast food tacos are marketed with the phrase, “now with more molecules!”
Candidly, we have the same issue in the world of promotional products:
“ROI” (Return on Investment)
Like words on food packaging, these terms used to have meaning. Over time, however, they have been overused to the point that they mean very little to your clients. It’s time to change this. Simply put, clients are seeking to understand what values you are going to provide so that they will be better off because they choose to work with you. If you use buzzwords without truly explaining how they will positively impact the client, you end up being little more than an empty suit.
Words have meaning – real meaning. In every client communication, do everything in your power to explain how what you offer will tangibly benefit the client as this will differentiate you. Doing anything less than that will only undermine your sales efforts.