Magazine article Strategies: The Journal of Legal Marketing

14 Marketing Buzzwords to Avoid in 2015

Magazine article Strategies: The Journal of Legal Marketing

14 Marketing Buzzwords to Avoid in 2015

Article excerpt

As marketers, we sometimes can't help ourselves. No matter how hard we try, some of our profession's silly jargon just creeps into our conversations and emails. At the end of the day (oops!), these words and phrases don't help us convince skeptical lawyers to market and develop business. Now that we're firmly into 2015, it's worth a renewed effort to avoid using these insidious buzzwords.

Disruption. Just. Stop. Using. This. Word. It's. Now. Completely. Meaningless.

Immersive experience. Formerly known as a bath. Not sure how this ever got related to (good) marketing.

Pain points. Take two aspirin and never use this phrase again.

Snackable content. The obesity problem in America has now infiltrated how we think about words! If we're going in this direction, let's be more precise, depending on our craving. Sometimes we want potato chip content; other times, cookie content. You can keep your celery content and carrot content to yourself, thanks.

Game changer. Wait, marketing is a game? Then why aren't I having more fun playing it?

Growth hacking. Ugh. Hacking used to mean something bad. Now it apparently means something good, as in how you can use all sorts of nifty "hacks" (or tricks or tactics) to fuel growth. Can we please go back to it meaning something bad?

Guru. I'm pretty sure the Rules of Professional Conduct in nearly all states prohibit using this word, ever, in every instance unrelated to yoga.

Curation. Often used in relation to content. Makes me think of dusty museum exhibits of fossils and stuffed birds, which isn't exactly a good thing when you think about it. …

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