Avoid confusing "buzzwords" in your copy

Buzzwords sound fancy but usually say nothing. The left side of this image tries to impress; the right side actually sells. Simple, clear words always convert better.

Marketing analysis

The “buzzwordy” box is overflowing with fluff that makes the reader work too hard. The “no buzzword” version slices right to the benefit: a high-paying job. That’s what readers care about, not “career advancement specialists.”

Why it works

• People skim, not study. Simplicity sticks.
• Clear benefits beat clever phrasing every time.
• Plain language builds instant trust.
• Specifics (like “$100k+ jobs”) make value obvious.

Examples

• Basecamp: “Manage projects, not people.”
• Slack: “Make work life simpler, more pleasant, and more productive.”
• Geico: “15 minutes could save you 15% or more.”
• Dollar Shave Club: “A great shave for a few bucks a month.”