PW2 Web Blog

Buzzwords and Weasel Words

Contributed by Rick DeVan on December 17, 2010 at 11:26 am ET

Following up on a previous post — LinkedIn’s Top Ten Overused Buzzwords, I want to refer readers to Seth Godin’s post: Weasel words are more difficult to get away with.

When the consumer Web first started exploding in the mid-1990s there was an attitude that a business could look much larger than it was via the Web. You know the scenario: a guy in his underwear in the basement trying to look like a multi-million dollar corporation on his website. Buzzwords and weasel words were usually an important part of this strategy. May have worked for a short time in 1997, probably won’t work anymore.

Years ago, a small company I was associated with hired a new marketing manager. This was a relatively small company of about 100 staff. Staff was called staff at that time instead of team members.

The new guy gave a lunch-time presentation about new marketing strategies he would be implementing. I was standing in the back as I had to be leaving early, thank goodness.

At one point, the new guy was asked a question — I don’t even remember what it was — but part of his response was along the lines of “We can use weasel words to deal with that.”

The room fell silent.

Deadly silent.

Arms folded across the chest, staring at you like your second-grade teacher silent.

Although everyone on staff was frustrated with the direction the company had been going, which was downhill, each and every one of them was intensely proud of their work and their credibility. They were not going to appreciate someone using weasel words on their behalf. The water cooler chatter for the next several days was all about the “weasel words” comment.

The new guy lasted a few more weeks.

Filed under Advertising, Business and Commerce, Identity, Marketing

Tags used: Buzzwords, Marketing, Seth Godin, Weasel Words —

Comments and discussion are welcome on the PW2 Web Facebook Page up to four weeks after publication date.

Readings: The Competitive Advantage of Truth

Contributed by Rick DeVan on October 25, 2010 at 10:22 pm ET

Resource: The Competitive Advantage of Truth: Why Isn’t It the Sole Purpose of Engagement?

People are having conversations these days, only not “with” brands but “about” them. Irsquo;d like to suggest that we’re at the start of something big — something bigger than simple engagement or entertainment, and something that goes far beyond the merits of friends and followers on social technology platforms: The ultimate purpose of conversation is to produce a shared understanding of truth.

If you have anything to do with marketing and advertising your business and yourself, read this article by Jonathan Salem Baskin in Advertising Age.

Filed under Advertising, Business and Commerce, Identity, Marketing, Readings

Tags used: Advertising, Marketing —

Comments and discussion are welcome on the PW2 Web Facebook Page up to four weeks after publication date.