Fighting nonsense marketing jargon with nonsense marketing jargon
In this excerpt from Eat Your Greens, Ryan Wallman argues that if nonsensical language reflects nonsensical thinking, it’s no wonder that marketers are generally held in low regard.
I think I speak for many people in our industry when I say that it sometimes feels as if we’re losing the war of words. And, by extension, the war of ideas.
The enemy in our midst is what might be called marketing-speak. Or utter bullshit, to use my preferred term for it.
And the worrying part is that it’s not going anywhere. If anything, it’s becoming ever more pervasive. Just take a look at any marketing publication.
Love it! From the shameless self promotion to the disruptive customer journey.
??
I’m about halfway through Eat Your Greens and there are some brilliant chapters on thought provoking ideas and confronting research.
This chapter wasn’t one of those – but I will admit was still a bit of a laugh.
The profession does itself no favours with this stuff. On the other hand some clients see this language as the hallmark of a professional so it influences buying decisions. Damned if you don’t.