Too much of today’s business lingo is overused and abused buzzwords. It’s important to realize that if your content is chock-full of vague and puzzling (for the average reader) words, then it’s probably failing to convey a compelling message to your audience.
Let’s take a look at an example, shall we.
Here’s a word that’s adored by many a content writer, but often fails to represent the meaning originally intended by it. “Engagement” might subtly evoke the idea of a more personalized, intimate relationship between you and your customer. However, it harbors the drawback of being vague and generalized. A world like “engagement” fails to indicate anything specific, thus discrediting it of the emotion it originally intended to express.
Now let’s compare “engagement” with a positive example like the word, “customer-centric”.
Here we’ve moved beyond simply using broad buzzwords like “customer service” or “customer relations”. A word like “customer-centric” is more specific in the sense that it directly implies the customer is at the center of your service and overall business philosophy.
Using proper business vocabulary is imperative to effective business outreach. In today’s business culture, it’s crucial to use words that are both creative and direct. After all, that’s the key to generating content that’s genuine and captivating.
Interested to learn more? Check out Robert Thompson’s book Hooked On Customers where he writes extensively on taking a direct approach with business language.