Weasel words, gobbledygook, jargon, buzzwords, babble, blather, and baloney

I've written about the plague of gobbledygook in business writing for several years now. I first articulated this problem in my Gobbledygook Manifesto, which provided an analysis of gobbledygook in over 388,000 press releases sent in 2006. With the help of Dow Jones we used the Dow Jones Insight product to measure the over-use of phrases like Cutting Edge, Mission Critical, Best-of-Breed, and Next Generation.

People in many organizations are aware of the problem and now actively eliminate gobbledygook. Good for you! However, sadly, ever more industry jargon is being tossed around these days.

In just ten minutes yesterday, I noticed these opening paragraphs from press releases on the wires.

HARTFORD, Conn.--(BUSINESS WIRE)--Sep 15, 2008 - Aetna (NYSE:AET) has been awarded the prestigious "Recognizing Innovation in Multicultural Health Care Award" by the National Committee for Quality Assurance (NCQA) for its prospective randomized study to determine if a telephonic culturally competent disease management program can improve the health of African American members with hypertension. Members in the study who received culturally competent disease management outreach and educational materials achieved a higher percentage of clinically acceptable blood pressure levels, increased their frequency of self blood pressure monitoring, and greater medication compliance when compared to a control group of members who received a light support program.

AUSTIN, Texas, Sept. 15 /PRNewswire/ -- Campus Advantage, a world-class student housing management and development company, today announced its partnerships with the Student Association for Voter Empowerment (SAVE) and HeadCount, a non-partisan organization dedicated to facilitating voter registration and participation through the power of music, to educate students and their advisors about available voting resources.

DALLAS and DUBLIN, Ireland, Sept. 15 /PRNewswire-FirstCall/ -- Trintech
Group Plc (Nasdaq: TTPA), a leading global provider of integrated financial governance, transaction risk management, and compliance solutions, today attended the 2008 Sibos Conference in Vienna to promote its innovative LCM Payments solution developed using Microsoft technology.

Its not just press releases of course. Buzzwords, blather, babble and baloney are everywhere: on government forms, company Web sites, owner manuals, marketing materials and so much more.

Consider these examples, which I randomly gathered in just a few minutes:

University of Virginia Darden School of Business mission statement

U.S. Food and Drug Administration Center for Veterinary Medicine Vision Statement

Verizon Commitment to Service

Gartner Says Users Are Becoming Increasingly Confused About the Issues and Solutions Surrounding Gre

The Blizzrd Group home page

I'll admit that I've fallen victim to using nonsense words myself, particularly in my former life when I was VP marketing at several public technology companies. In my case, the problem emerged because I was so focused on company insiders. Like me (at that time of my career), many people never get off their butt and get out into the marketplace to learn how people really talk so they end up using the language of their own R&D labs, CEOs, and the jargon used in conference rooms and internal meetings.

I've discovered two helpful books for those who want to eliminate the corporate-generated blather in their companies.

Death Sentences: How Clichés, Weasel Words, and Management-Speak are Strangling Public Language by Don Watson. This is a terrific overview on the problem. Watson served as the Australian prime minister's speechwriter for four years and his take on language is both hysterical and sad. He comes at the issue as someone who knows how to write, but focuses on many things he sees as an ordinary consumer of information in daily life. The book was a bestseller in Australia and is worth a read.

Grammar Girl's Quick and Dirty Tips for Better Writing by Mignon Fogarty. Grammar Girl is known for her popular weekly podcast that helps smart people tackle some of the most common communication mistakes. The book, like the podcast, is about making the process fun. I'm horrible when it comes to things like "who" vs. "whom." I never know if I'm supposed to write "ten" or write "10"? Hell, I have no clue. But Grammar Girl does. Her clear explanations help me to remember some of the rules. However, like plumbing, car repair, landscaping, and many other things in life, I just want to know enough to not make the big mistakes. I still call in the pros when it really matters. My editors and proofreaders are essential for making my books and magazine articles work.

These two books are very different, but get at the same issue. You can't communicate if people don't understand you.

If you're looking for a paradigm shift in your KPIs and need to benchmark your organization against best practice in generating marketing messaging statements these books are NOT for you.

However, if you want to communicate intelligently, these books are worth the investment.

Comments

[Paul Roetzer]

Good stuff, David. The real challenge for PR pros is to resist giving into the clients who insist on using these worthless phrases to make themselves as generic as the next guy.

[David Meerman Scott]

Paul, you're absolutely right. It is indeed a challenge, however a very important one to educate clients about. Thanks.

[Craig]

Great post. I couldn't even get through the first paragraph it was so boring and contained too much jargon. I was curious for a company's website who wants to gain SEO benefits. You may need some jargon terms but of course don't want to turn anyone off.

Craig
www.budgetpulse.com

[Leo Wurschmidt]

I think avoiding the gobbledygook is one of the most difficult things to do in preparing marketing materials. I currently have to go through my entire website and write user-centered, jargon-less content. The funny thing is that even with your advice in mind, I still have a tendency to use the buzzwords in my text.

[John P. Kreiss]

David, thanks for sharing these great examples. I have to admit that I'm guilty myself of sometimes using overused phrases like best practices and next gerneration.

We don't use them in conversation. Why should we be using them when writing?

John P. Kreiss
MorganSullivan.com
www.johnpkreiss.com

[Dale Wolf]

David,

Thanks for all of us for continuing the fight against useless and confusing business communications -- whether in websites, emails or news releases, marketers seem hell-bent on talking so that their mothers would not even recognize what business their kids were in.

My rule of thumb -- no jargon, simple direct sentences. Get to the point fast and clearly. Help the customer to know exactly what it is you offer and why your value is unique and useful. Is that so hard?

[David Meerman Scott]

Thanks Dale.

While there are exceptions, I do think that my mother should understand every company's marketing materials and press releases...

[Jay Vaidya]

Hi David,

I've been reading your book "The New Rules of Marketing and PR" and came across your discussion of corporate speak and gobbley gook; the topic really hit home and I couldn't agree more. Over-used corporate language has changed once powerful words and phrases in to more noise.

However, how can those new to the workforce convince stubborn upper management (or anyone in favor of gobbley gook language) of the detriments of using such language? People tend to be resistant to change, especially regarding sensitive subjects like the language used to communicate with audiences.

[David Meerman Scott]

Jay, your potential customers don't talk that way. You might as well be speaking Greek or Russian. You just aren't communicating. David

[Susie]

David, I just got your book from a colleague and had to find your site! I love this post, I was new to blogging and thrown into about 2 years ago. I have found so many resources out there, but still continue to struggle with what you call gobbletygook - I am looking forward to reading more on your blog and the books that you have suggested above.

There is nothing more maddening than shaking your head and saying, what did I just read?

[David Meerman Scott]

Cool. Thanks for stopping by. Hope you like the book. David

[Barbara Lindner Coates]

Hi David,

In my former life as a TV News videographer (journalist/editor/camera operator...) I was the recipient of countless mind-boggling news releases that made absolutely no sense whatsoever. Now as a media relations consultant, I find myself battling my clients in insisting on plain, and, what a concept, ENTERTAINING language when filing news releases. Local newspapers are written at the Grade 6 level. The national ones are slightly more high-brow - aiming at the literacy level of a grade 11 scholar. The folks reading the newspapers are the same ones reading your marketing materials, vision statements, etc. Plain English, short sentences, get to the point, maybe even just scan-able bullet lists would hit the mark.
For those interested in a brief & entertaining weekly newsletter with tips on how to "punch up your prose"
check out Daphne Gray-Grant's Power Writing suggestions at www.publicationcoach.com

The latest issue on avoiding cliches was hilarious.

[Steve Kayser]

Now you did it. I had to buy the Death Sentences book. I recall my first corporate gobbledygook news release. I inherited an "About" Boilerplate - that was, I think, conservatively estimating, about 4,355 words. I've gotten it down to 24 and would eliminate it if I could - but it's a good way to intrigue readers into your site.

WE COME A LONG WAY IN OUR FIGHT AGAINST GOBBLEDYGOOK

WORLD'S SHORTEST NEWS RELEASE:http://bit.ly/4gLzBK

8 word title
0 word body text (has image however with a 16 word message)
24 word boilerplate

Don't count the related links - because I don't count them in social media news releases - HAHAHAH

Hey! Hear your making trouble in Vegas - You and Your New Rules of Pr & Marketing - always being disruptive!

[Michael Procopio]

I found this quote on a blog I thought you would enjoy.

"Most hard core networking geeks out there today avoid buzzwords like I avoid health food, sushi and light beer. "