B2B marketing communications: clarity is key …
Generating jargon, creating clutter
In ‘The Complete Plain Words’, Sir Ernest Gowers gives a tongue-in-cheek example of how to position yourself as an ‘authority’ on a subject by using a buzz-phrase generator.
For marketers, the message here should be pretty clear: jargon is dangerous.
The Generator was apparently created by the Canadian Department of Defence in the late 1960’s. It’s pretty simple to use: just think of three numbers from 0 – 9 and build yourself an ‘expert’ phrase. For example, 029 creates ‘integrated monitored contigency’ and 147 gives you ‘overall digital projection’. Neat, hey?
The Buzz-Phrase Generator
| 0. integrated | 0. management | 0. options |
| 1. overall | 1. organisational | 1. flexibility |
| 2. systematised | 2. monitored | 2. capability |
| 3. parallel | 3. reciprocal | 3. mobility |
| 4. functional | 4. digital | 4. programming |
| 5. responsive | 5. logistical | 5. concept |
| 6. optimal | 6. transitional | 6. time-phase |
| 7. synchronised | 7. incremental | 7. projection |
| 8. compatible | 8. third-generation | 8. hardware |
| 9. balanced | 9. policy | 9. contigency |
More seriously on B2B marcoms:
Collateral damage Outcomes make the difference Leveraging B2B’s buying motivators
Back to The Long Hello: making B2B marketing work for the bottom line
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