Forbes, Featured
This article was originally published on Forbes.com on October, 2023
Industry buzzwords reflect the shifting business landscapes in which they evolve, but sometimes these terms overstay their welcome. Phrases that at first seem like exciting and fresh ways to convey certain ideas and information can start to sound impersonal and outdated once they go viral and are overused within the industry that spawned them.
While using buzzwords can help establish credibility when pitching to prospects in certain spaces, communications that rely on buzzwords can also make audiences feel disconnected and less likely to engage with a brand or its content. Here, Forbes Communications Council members share buzzwords from their respective industries that they feel have gone stale and should be retired.
OUR TAKE:
2. ‘PR Spin’
“PR spin” is widely considered to have a negative connotation, but I find that it is often misunderstood and overused. It needs to be redefined, if not discarded altogether. Proactive communication fosters connection and accurate information sharing; it is not a way for companies to message their way out of problems or into aspirations. “Spin” is not about sleight of hand to alter reality; it’s about relevance and resonance. - Rachel Kule, Pursuit PR
FULL ARTICLE:
1. ‘Outsourced Service Provider’
“Outsourced service provider” is a buzzword in the janitorial and facility maintenance industry that should be replaced. The term “facilities partner” better reflects the evolving nature of outsourced relationships as a collaborative approach where both parties work together to achieve common goals, rather than a one-sided transactional relationship. - Maheen Zaidi, Diversified Maintenance
2. ‘PR Spin’
“PR spin” is widely considered to have a negative connotation, but I find that it is often misunderstood and overused. It needs to be redefined, if not discarded altogether. Proactive communication fosters connection and accurate information sharing; it is not a way for companies to message their way out of problems or into aspirations. “Spin” is not about sleight of hand to alter reality; it’s about relevance and resonance. - Rachel Kule, Pursuit PR
3. ‘Disruption’
While it once symbolized innovative change, “disruption” is now constantly overused. It suggests radical shake-ups, sometimes overshadowing the slow and steady improvements that really matter. This can make it tougher to tell genuine innovation from simple iteration. - Alison Bringé, Launchmetrics
4. ‘Utilize’
It’s an overused, expanded form of the word “use.” Effective communication should be straightforward. For clearer, concise and more authentic messaging, stick to “use” over “utilize.” Simple language often equals better language. - Jennifer Gaier, Elwyn
5. ‘Storytelling’
I’m all for telling a story, but the term “storytelling” is so overused. A story has an arc—a beginning, a challenge or hurdle, and a resolution. A lot of what passes for storytelling in communications is just a list of information. - Elizabeth Baskin, Tribe, Inc.
6. ‘Oh, Hi’
This is a pop-culture phrase for a warm greeting that has been overwhelmingly used in marketing and content copy recently. Because it has been used so much, it is starting to dilute the authentic voice of the person utilizing it. It also seems to speak to one demographic, instead of presenting the genuine voice of the speaker and connecting with the reader, visitor or potential client. - Ashleigh Chevalier, Level Up Collaborative
7. ‘ROAS’
ROAS, or return on ad spend, is commonly referred to as one of the most important measures of a campaign’s success. However, today’s multichannel marketing requires a broader term to reflect the efficiency of a marketing campaign. I suggest looking at the overall ROI (return on investment) for a campaign, which could include costs such as labor and production in addition to monetary expenses. - Roshni Wijayasinha, Prosh Marketing
8. ‘Copywriting’
Let’s replace the word “copywriting” with “writing.” The former carries a connotation of being a different kind of writing—that it is somehow more strategic or completed for a business purpose only. In actuality, what we consider “copywriting” should be filled with just as much story, plot, description and intrigue as any kind of writing, so why distinguish between the two? - Melissa Kandel, little word studio
9. ‘Growth Hacking’
It’s time to replace “growth hacking” in B2B marketing. The term started in the B2C tech startup world, where quick, viral growth is often the goal. In B2B marketing, the focus is typically on building long-term relationships and trust, which may not align with the idea of “hacking” for quick growth—and it sounds shady! Growth is key, but time and resources are better spent on “sustainable growth.” - Dee Blohm, Anteriad
10. ‘Influencer’
Numbers on social media accounts shouldn’t measure someone’s actual influence, especially when, in many cases, the image portrayed is very questionable. I would call them “social media creators” instead, because that’s precisely what these people do—create. Let’s reserve the marketing noun “influencer” for those who actually have the power to make a real impact on the world and society. - Dora Hrkac, Esyasoft Technologies
11. ‘The Leader’
When most companies in a category say that they are “the leader,” it lacks all meaning. If you’re going to say it, be specific about why you are making that claim. Say, “We are the leader in X analyst report,” or, “According to customer reviews on Y review site, we are the leader.” If you’re saying it just because your competitors are, don’t bother. - Rekha Thomas, Path Forward Marketing LLC
12. ‘Circle Back’
A buzzword that is overused in most industries is “circle back.” Why? Because it leaves the person saying it with an option to do nothing. I mean, shouldn’t we all be able to commit to exactly what we are going to do, knowing exactly who is going to do it, and when? It seems like that small change could help us reduce additional emails and a bunch of follow-ups. - Jeanniey Walden, Liftoff Enterprises
13. ‘Market Leader’
The term “market leader” is ready for replacement, as it is an often overused claim made without any proof of how to verify. Unless you are talking about recognition from a leading industry analyst firm, such as Gartner or Forrester, stay away from it. - Scott Kolman, Cresta
14. ‘Unbiased AI’
In reality, no AI is truly unbiased, as it’s shaped by data, which often reflects human biases. Instead of calling it “unbiased AI,” it’s more accurate to say “AI with reduced bias” or “bias-mitigated AI.” This acknowledges ongoing efforts while recognizing the inherent challenges. - Jonathan Shroyer, Arise Gaming
15. ‘First To Market’
In advertising, particularly in the media industry, there often seems to be a heavy emphasis on brands being “first to market,” whether with a new ad product or a unique capability. The focus shouldn’t be on being the “first” when it comes to your brand. The focus should be on being the “best” and executing in the most effective way to create buzz and connect with your audience in an authentic way. - Esther Raphael, Intersection Co.
16. ‘Boss’
Too many people call their higher-ups their “bosses.” Don’t call them that. “Boss” is not a title. Titles are specific and tell you what the person does, their experience level and their capabilities. “Boss”—beyond having a negative connotation—just says they are “in charge” of you. You are your own boss. You have the option to own your career, and it starts with reframing your perceived hierarchy. - Matt Bergmann, Republix
17. ‘Synergy’
This term has driven me nuts since it started popping up in every partnership and business presentation over the last 20 years or so. It’s so overused that it lacks any real meaning. Do our companies have obvious synergies? Or, are you just saying that because it sounds good? It made an appearance this morning in a LinkedIn sales pitch I received, and I knew I had to make it my buzzword to retire. - Tom Wozniak, OPTIZMO Technologies, LLC
18. ‘Game Changer’
Misinterpreting iteration as a paradigm shift just to get views is borderline clickbait. The reality of marketing, particularly digital marketing, is that the availability of data and insights enables rapid iteration and scaling, leading to healthy growth and evolution. The industry moving away from third-party cookies is game-changing. Your agency’s SEO strategy is not. - Chris Haller, RealCount
19. ‘Engagement’
“Engagement” can mean so many different things that without some additional qualifier, it becomes a buzzword. Not all engagement actions should be measured equally. Instead of saying that a campaign had engagement, say the specific actions that took place so that the level of interest from the prospect is more accurately valued. - Jennifer Best, AAE Speakers Bureau