Gobbledygook is the use of term and phrases that had been over-used and abused rendering them meaningless. Corporate gobbledygook is usually common in the high-tech industry, but everyone is guilty at one point or another. These words make your eyes roll instead of adding emphasis on a particular subject to please you.
Why Should You Avoid Corporate Gobbledygook:
- Can condescend or confuse readers. People aren’t stupid, and you should not speak to them as if they are. How often do you use the word like ‘cutting edge’ or ‘scalable’? Instead of using confusing phrase talk to them in a common language where they will understand you easily. They come to you to look for a solution to their problem, not on what your company can do. An example is how Apple advertised their first iPod successfully in 2001, “1,000 Songs In Your Pocket” is what they said to the people and not how advanced their technology are.
- Equivocal. Words like ‘flexible’, ‘easy to use’, and ‘groundbreaking’ are vague terminology and often open for different interpretation. Example, ‘easy to use’. What is ‘easy to use’ for you may not be to others. So be concise of your words.
How To Avoid Corporate Gobbledygook:
- Choose your words wisely. Use active and descriptive words are the best. The most efficient way to communicate to your customer while maintaining your brand’s image is creating an apparent buyer persona.
- Eliminate unnecessary words. People don’t have enough time to read all your adjectives of your product or service. So, be straight to the point, write clearly and directly. Remember, less is more.
Writing is all about attracting people’s attention, and corporate gobbledygook does nothing more but confuses readers. Thus everyone should avoid it.
