Marketing buzzwords here we go.
Marketing buzzwords drive me bonkers
This post is going to be a bit unusual in that we don’t often write ranty posts. It all started when another business sent me a message inviting me to “hop on a discovery call”
I need to get this out.
I hate this term, and you will never see or hear us use it.
First, it’s so overused and cliché. The term “discovery call” has become so overused that it has lost all meaning. It’s just a generic buzzword that people use to describe any type of sales call.
I also feel it’s misleading. The term “discovery call” suggests that the call is going to be a mutually beneficial experience where the salesperson learns about the prospect’s needs and the prospect learns about the product or service. However, in reality, most discovery calls are just thinly veiled sales pitches.
In all honesty, if someone tells me to “hop on a discovery call” I will not ever want to do business with them. ( Looking at you all those people that DM me on LinkedIn).
As a business, we are about no bullshit and don’t appreciate veiled sales pitches of any kind. To be honest the customer knows that they have a problem and if they don’t know what you offer and how you can fix it that is your problem. So when a potential client calls us it’s because they have a problem, they tell us the problem and we formulate strategic options for fixing the problem. If we can’t we are upfront about it and we have a vast network of people that we can refer you to. We do not take work outside our areas of expertise.
Pressure-filled: The term “discovery call” can make prospects feel pressured to engage with the salesperson, even if they’re not interested in the product or service. This is because the term sets it up to feel like the call is a necessary step in the sales process.
Vague and unhelpful: The term “discovery call” doesn’t give prospects any real information about what the call is going to be about. This can make it difficult for them to decide whether or not to schedule a call.
Creates unrealistic expectations: The term “discovery call” suggests that the salesperson is going to make some big discovery about the prospect’s needs.
Other Marketing buzzwords/terms that are overused and drive us nuts!
Growth Hacking: While it initially referred to creative strategies to rapidly grow a business, it’s now sometimes associated with shortcuts or questionable tactics to inflate numbers quickly.
Viral: Claiming something will go “viral” is often overused and doesn’t guarantee organic, widespread popularity. It’s become a buzzword without substantial strategy behind it. To learn more about going viral read our blog post on it here.
Guaranteed Results: Marketing pitches that promise guaranteed results can be dubious. The reality is that every business and audience is unique, making guarantees inexact or unsustainable.
Miracle product: This term is often used to make a product seem like it can solve all of your problems. However, there is no such thing as a miracle product.
Influencer Marketing: While effective when well-executed, it can be difficult for small businesses to discern between genuine influencer partnerships and those solely based on inflated follower counts without actual engagement or relevance to the brand.
Content is King: While content is undoubtedly vital, this phrase has been repeated to the point of losing its impact. Quality, relevance, and strategy are equally crucial factors.
Revolutionary/Disruptive: These terms are often used to hype products or services, but not everything truly revolutionises or disrupts an industry. It’s essential to see beyond the buzz and assess any actual innovation.
If you made it this far re my rant on marketing terms thank you lol! We hope that this blog post hasn’t just been a rant but has shed some light on some of the marketing buzzwords used businesses to lure in customers.
Marketing Buzzwords and Small Business Owners.
But what about small business owners? How do they fit into this equation?
For small business owners, navigating the marketing landscape can be even more challenging. Limited budgets and resources mean that every marketing decision counts. It’s crucial to make informed choices and avoid falling prey to phony marketing terms. (Unless that’s your brand and it works for you!)
As a small business owner, it’s essential to remember that authenticity and transparency are your biggest assets. Your customers value genuine connections and honest communication. By steering clear of marketing buzzwords and jargon, you can build trust and credibility with your audience.
Additionally, small business owners often rely heavily on word-of-mouth referrals and repeat customers. These relationships are built on delivering real value, not on empty promises. So instead of wasting time and resources on dubious marketing buzzwords, focus on providing exceptional products or services that truly meet your customers’ needs.
By staying true to your brand values and being upfront with your customers will set you apart from the competition.
So, as you continue your journey as a small business owner, remember to stay alert about the terms you use, both in sales calls and ad content.
Now of course there is a whole psychology behind marketing terms which you can read about here, and we understand that businesses want to sell their products or services, we just prefer to do so without the bullshit. 🙂