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Buzzwords

by Cloukyo
14 replies
Hi, I'm not sure if this has been posted before but...

I work in an agency as a copywriter, my boss' obsession with buzzwords like "customer focused" "market leading" "award winning" etc. is making me confused.

I try my best to be creative with my copy but end up being told "I'm missing critical buzzwords"

Tell me I'm not crazy for finding this extremely annoying.

Other copywriters hate buzzwords too... right?


If you can't tell I've only been doing this for a year or two. I know writing can be a science to a degree, but making it so there is a necessity to use certain words to sell something makes it seem like... we might as well use a basic AI to write it for us.
#buzzwords
  • Profile picture of the author Jonathan 2.0
    Banned
    Maybe communicate that they're "customer focused", "market leading" (etc.) without actually using the buzzwords.
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    • Profile picture of the author Cloukyo
      Well yes, that makes perfect sense. But as I said, I was told to specifically use those buzzwords. Apparently they're used often for a reason. -_-
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      • Profile picture of the author Jonathan 2.0
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        Originally Posted by Cloukyo View Post

        Well yes, that makes perfect sense. But as I said, I was told to specifically use those buzzwords. Apparently they're used often for a reason. -_-
        Test whether “buzzwords” increase conversion or not.

        I suppose then it's up to your Boss whether he prefers personal bias to what actually works.
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        • Profile picture of the author Dapplecreek
          Originally Posted by Jonathan 2.0 View Post

          Test whether "buzzwords" increase conversion or not.

          I suppose then it's up to your Boss whether he prefers personal bias to what actually works.
          Agreed: you work for him. As a responsible employee, your job is to voice your concerns... then do it his way.

          If you *have* evidence (through split testing or research results from someone else doing it), present it as the reason you've been doing what you've been doing, and then tell him you'll be doing it his way from now on unless he tells you to do something else.

          If you do NOT have evidence, you're dealing with a preference (which I share, by the way). Preferences aren't enough to warrant usurpation. Since he's not asking you to do anything illegal or unethical, I would just thank God you have a job and do it his way. Or decide to move on.

          Dilbert is still working for the Pointy-Haired Boss for SOME reason: presumably he figures that however brown the grass is here, it's browner on the other side of the fence. Your situation may just be one of those character-building situations that you need to endure. But I wish you well!
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  • Profile picture of the author Pusateri
    Buzzwords = corporate masturbation. Makes the corporate types feel good, but it doesn't lead anywhere.

    People who buy things from the companies you write ads for don't give a f*ck about "award winning" or "customer focused" or any of the meaningless rest. They want to know what the product/service can do for them.

    Those phrases are trite and invisible AT BEST. At worst they make your clients' potential customers yawn and look elsewhere. Every word in an ad needs to be meaningful to the customer, or leave it the hell out.

    Seriously, who says to himself, "Man, sure wish I could find an award winning, market leading, customer focused solution to my problem."

    This is only one piece of evidence, but it's a strong one, and it points toward your boss being a dumbass. He is probably responsible for producing a lot of ads that don't move the needle for the client.

    If it's the clients that are demanding those phrases, your boss needs to have the balls to tell them how the real world works.
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  • Profile picture of the author The Marketeer
    Originally Posted by Cloukyo View Post

    Hi, I'm not sure if this has been posted before but...

    I work in an agency as a copywriter, my boss' obsession with buzzwords like "customer focused" "market leading" "award winning" etc. is making me confused.

    I try my best to be creative with my copy but end up being told "I'm missing critical buzzwords"

    Tell me I'm not crazy for finding this extremely annoying.

    Other copywriters hate buzzwords too... right?


    If you can't tell I've only been doing this for a year or two. I know writing can be a science to a degree, but making it so there is a necessity to use certain words to sell something makes it seem like... we might as well use a basic AI to write it for us.
    If the agency is doing well then maybe your boss knows what he's talking about and there's probably a good reason why he's the boss.

    Could also be something to do with SEO.
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  • Profile picture of the author videolover7
    Originally Posted by Cloukyo View Post

    Hi, I'm not sure if this has been posted before but...

    I work in an agency as a copywriter, my boss' obsession with buzzwords like "customer focused" "market leading" "award winning" etc. is making me confused.

    I try my best to be creative with my copy but end up being told "I'm missing critical buzzwords"

    Tell me I'm not crazy for finding this extremely annoying.

    Other copywriters hate buzzwords too... right?


    If you can't tell I've only been doing this for a year or two. I know writing can be a science to a degree, but making it so there is a necessity to use certain words to sell something makes it seem like... we might as well use a basic AI to write it for us.
    Dude (or Dudette)...

    Certain words and phrases have proven over the years to touch mental anchors, create mental imagery, and trigger emotions.

    Not to be rude, but that's something you should know after "a year or two" (which is it?) in the business.

    My guess is your boss is obsessed with those buzzwords, because they work.

    Hate buzzwords (I call them magic words)? Not this copywriter.

    VL
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    • Profile picture of the author Pusateri
      Originally Posted by videolover7 View Post

      Dude (or Dudette)...

      Certain words and phrases have proven over the years to touch mental anchors, create mental imagery, and trigger emotions.

      Not to be rude, but that's something you should know after "a year or two" (which is it?) in the business.

      My guess is your boss is obsessed with those buzzwords, because they work.

      Hate buzzwords (I call them magic words)? Not this copywriter.

      VL
      Do you consider "customer focused," "award winning, " or "market leading" to be magical?
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      • Profile picture of the author videolover7
        Originally Posted by Pusateri View Post

        Do you consider "customer focused," "award winning, " or "market leading" to be magical?
        I don't use them.

        But not knowing the vertical, the sales piece, or the product, I don't have enough information to judge their effectiveness.

        In other words, I'm giving the boss the benefit of the doubt.

        VL
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        • Profile picture of the author Mark Andrews
          Banned
          Corporate gobbledegook. If you don't want to use these words (which I also dislike intensely because they're so meaningless) go find another employer in a different sector where your skills (if you have them) as a copywriter are / can be better served.

          If you're as good as you think you are after only a year or two in the business, you'll have no trouble finding a job elsewhere. Or bite the bullet and go self employed.

          At the end of the day though your boss, s/he is the boss for a reason. And your job whilst you're working for this person is to do as you are asked.

          The choice is yours... stay and do as you are told or...

          Leave and find something better suited to your own individual copywriting style.

          Simple.


          Mark Andrews
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          • Profile picture of the author Steve The Copywriter
            Personally I hate buzzwords and pointless waffle.

            But...

            It was Ewen who mentioned on another thread that often the target audiences were force fed them at University and Business School.

            And sadly the corporations and their business clients are addicted to them.

            Where it goes to hell is - when a corporation is aiming at ordinary consumers.

            They couldn't care less - about "mission statements" "aligned customer focus orientation" and endless baloney.

            They just want to know - is the service any bloody good.


            Steve
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            • Profile picture of the author Steve Hill
              Originally Posted by Steve The Copywriter View Post

              They (customers) just want to know - is the service any bloody good.
              In must be - it's "customer focused" "market leading" and "award winning"!

              You're right, though - that kind of bizspeak is talking AT the customer, not TO the customer.

              Rather than developing a rapport, it's probably making the customer feel like they are dealing with a faceless business, and they are just more grist for the mill.
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  • Profile picture of the author Steve The Copywriter
    In fairness "Award Winning" is a credentializer* rather than a buzzword.

    No harm in mentioning it.


    Steve


    P.S. * could be a copywriting buzzword - use with caution.
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    • Profile picture of the author Dapplecreek
      Originally Posted by Steve The Copywriter View Post

      In fairness "Award Winning" is a credentializer* rather than a buzzword...
      Indeed that's the proper use of the phrase, and it really is legit. But I do wish that instead of using "award-winning", Megacorp would let their hair down a bit and say something like:
      "We worked hard last year and people like you voted us as the best in customer service. We like doing our job well and want to keep on top, so we're going to keep providing the best service."
      LOTS better - for me, at least. The 'professionalism' schtick annoys me almost as much as political correctness - please, just talk to me like a real person! 'Course I come from a background as a science teacher and I've had my fill of administrator jargon and mission statements for this and several lifetimes. Bah.

      [Caveat: take this as a consumer view: in no way am I to be considered as more than merely a wannabe copywriter.]
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