As I write this blog, I am reaching out to you to offer value, no, make that added value, within a paradigm that is strategic, and at the end of the day, provides leading edge deliverables that will leverage core competencies while delivering an award winning product offering that is cutting edge and best in class.
Uchhh, There’s a theme here, and it’s not too subtle, that of over used business jargon and clichés
Whether it’s in a presentation (written or verbal) or pitch, a document, or letter, we all tend to get sucked into the vortex of what I describe as “business speak”.
Most people in the B2B sector are all too aware of this, the rapidly growing world of supposedly kitschy and cool “in” words. Many people believe that by using them they will be seen as an industry or knowledge guru, that their professional brand will somehow enjoy a halo effect as that of a master professional.
I long ago stopped trying to keep up with the never-ending onslaught of acronyms and balderdash that many consider to be slick.
The ability to effectively communicate, or describe something that is often intangible is a requirement of any sales person, marketer, or corporate communicator. But the need for others to actually embrace your message is even more important. We need to be sure we don’t present ourselves in a way that just has the readers eye’s glaze over or worse, presents an air of pretention.
For example;
“Drawing from a wide array of engagements, my work is collaborative, creative, and delivers lasting value by increasing effectiveness across three interrelated dimensions: strategic; organizational; and managerial. I tend to take a hybrid approach that blends analysis, insight and facilitation to increase both the strategic and operational capabilities of my clients.”
This is an excerpt from a not to be named individual’s bio. No doubt, the author’s intent is to present himself as a capable and credible professional. Problem is, it comes across as pompous and grandiose, and even more troublesome, it comes across as someone who is just plain trying too hard.
Those of us in B2B sales (Yes, I know B2B is overused but please allow me just this one indiscretion) are challenged every day with creating some sort of differentiation between how our communications are perceived by clients versus the rest of the horde, and that’s no easy task. Overuse of the same old business speak will only lump you in with the masses, and runs the risk of sounding ostentatious.
Many spend years, and careers honing their product or profession. They recognize that effective communication is an integral part of how they demonstrate their expertise and they want a level of recognition they feel is in keeping with their achievements.
That’s a great goal to have. You just need to be careful that how you present yourself – and make no mistake about it, every time you put pen to paper or finger to key pad, it is yourself you are representing – doesn’t generate a result or perception that is other than the one you intended.
If you want to be different, and get your voice truly heard, pick up a thesaurus.
Want to write about strategy? How about using “business approach”? Looking to replace “strategic”, how about carefully planned? Tired of seeing “objectives” in yet another PowerPoint presentation, why not use final goal, or end game?
Remember that often, less is more.
Is there someone you know you think might like to receive this blog? Simple, just have them request to be added to our distribution list. [email protected]