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Don’t abuse over-used Buzzwords

September 24, 2012 By Raquel Jackson

Don’t abuse over-used Buzzwords.

Buzzword : A buzzword (also fashion word) is a term of art, salesmanship, politics, or technical jargon,  often in an inaccurate manner, or for purposes other than the conveying of information. (source: Wikepedia)

Buzzwords differ from jargon in that jargon is precisely defined terminology used for ease of communication between specialists in a given field, whereas a buzzword (which often develops from the appropriation of technical jargon) is often used in a more general way, inaccurately or inappropriately. A person who chooses to use buzzwords may have one or more of the following objectives:

  • Intentional vagueness. In management or politics, opaque words of unclear meaning may be used: their positive connotations prevents questioning of intent. The most notable essay on this theme is George Orwell’s “Politics and the English Language”
  • A desire to impress a judge, an examiner, an audience, or a readership, or to win an argument, through name-dropping of esoteric and poorly understood terms in an attempt to inflate trivial ideas to something of importance.

Therefore a phrase is not in itself a buzzword: it becomes one in the context of inappropriate usage or usage with an ulterior motive.

So, now that we know what a Buzzword is, here’s some examples of one’s that are over-used in Marketing, Web & Print. Don’t be an abuser.

(Author of table information : Adam Sherk, Source : adamsherk.com)

Buzzword / Marketing Speak /
Overused Term
Mentions in Press Releases
1 leader 161,000
2 leading 44,900
3 best 43,000
4 top 32,500
5 unique 30,400
6 great 28,600
7 solution 22,600
8 largest 21,900
9 innovative 21,800
10 innovator 21,400
11 award winning 11,800
12 exclusive 11,000
13 premier 10,700
14 extensive 10,500
15 leading provider 10,100
16 innovation 9,570
17 real-time 8,030
18 fastest 7,420
19 easy to use 6,850
20 dynamic 6,460
21 state of the art 6,400
22 smart 6,020
23 flexible 5,660
24 cutting edge 5,520
25 biggest 5,460
26 world class 5,340
27 amazing 5,320
28 next generation 4,860
29 revolutionary 4,830
30 sustainable 4,720
31 best practices 4,680
32 leverage 4,600
33 thrilled 4,530
34 robust 4,380
35 delighted 3,560
36 cloud 3,260
37 user friendly 3,190
38 extraordinary 3,090
39 breakthrough 3,010
40 savvy 2,900
41 ROI 2,860
42 legendary 2,780
43 transform 2,700
44 seamless 2,540
45 groundbreaking 2,440
46 empower 2,390
47 scalable 2,170
48 one of a kind 2,160
49 proactive 1,810
50 best in class 1,650
51 return on investment 1,570
52 market leading 1,560
53 turnkey 1,450
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Filed Under: creative services, Marketing, Social Media, websites

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