Killing Buzz
April 22, 2010
Killing Buzz
buzz.word (buz´wûrd) n. A usually important-sounding word or phrase used primarily to impress laypersons Source: buzzwhacker.com
Buzzwords are simply unavoidable. Many consultants, sales professionals and executives thrive on knowing the newest buzzwords and impressing their clients, prospects or employees with their “vast” knowledge. In order to stay relevant, there is some truth in having an understanding of the buzzword’s definition, but buzzwords do not need to be involved in marketing communications.
When we cut out all of the buzzwords from our strategy, messaging, business development plan and out of our sales collateral, we realize how simple marketing is. We realize that marketing is simply relating to our customers. If your material is chock full of buzzwords and fluff, you’ll literally feel your BS radar going off. If it goes off, start from scratch. When you are done, you will find that you have much more valuable materials that are easy to understand and define what you are trying to accomplish. Here are some tips:
Tips:
1) Write your internal documents like you are writing to a seven year old. This has helped me to force myself to use clear wording. Stay professional, but truthfully, most internal documents need to be clear easy to understand, that’s it. This technique also helps remind that you are writing to people and not a mindless audience.
2) Stop over explaining. In your documents, whether it is sales collateral, like spec. sheets, or your “About Us” bio, over explanation is usually a sign of insecurity or a lack of expertise. Over explanation often leads to wasted time or more confusion where as clarity can often be found in short and simple messages.
3) Create your messaging, internal and outbound communications, by starting with the absolute truth, the polar end. Then move backwards until the message is right conveys that polar end in a more acceptable manner. As you are crafting your messaging, remember to insure that each word holds a specific purpose.
Final Steps:
Obviously this is not an end all resource, but these tips can help clarify your material for both you and the customer. Try picking up your marketing plan or your business development strategy and see if your writing matches up. Does it really make sense? Is it clear, simple and unique? If not, change it.
Gen Y for Dummies
April 12, 2010
After reading a GallUp Management Journal article titled “Don’t Go It Alone,” on building effective partnerships, I felt compelled to provide thoughts on the subject as it relates to Generation Y. Generation Y is the generation that was born between 1982 and 1995. The people of Generation Y have now entered the work force where they are fighting for part-time jobs as well as early professional positions. Rather than fear the younger generation, it is time for managers and firms to realize Generation Y is different and begin to embrace the new opportunities.
Working in groups, growing up in groups, being taught in groups are three key attributes of Generation Y. As a part of Generation Y, I understand the concepts of partnerships and group work environments. Generation Y is about the group. We feel compelled to work in groups because we have been raised in groups. From daycare to school projects, we do not like to work alone. Generation Y will attempt to destroy the cubicle jungle. We listen, interact and learn from others. We seek this type of learning environment. Hopefully, you realize that work is a learning environment.
Along with the group, we are far less compartmentalized. We believe that everyone should be open, honest and transparent. We crave authenticity. We do not attempt to separate our work from our personal life. We are hyper-connected through technology. It is crucial to embrace this generation in conversation. Let us know that you are listening and you desire change. Also, let us know what you need from us and we will find a way. We are very resourceful, innovative and creative. We can help provide inexpensive solutions to your business’s problems. Do not fear us; embrace us.
To learn more about Generation Y, just ask a twenty-something.
Image Source: http://shegeeks.net/generation-y-for-dummies-we-trail-early-adopters/
Thomas Golden is a recent marketing graduate from Boise State University. For eight months, he has been a part of the Tricycle team and focuses on marketing processes and implementation.
