Platitudes Won’t Change Their Attitude

Platitudes are words or phrases that have become so commonplace they lack any significance, meaning, or power. These are some of the trending platitudes in today’s marketplace.

  • Robust – unless you are discussing the blend of coffee you just purchased from Caribou, no one knows what you mean by your “robust idea to gain market share.”
  • Holistic – are we talking about a well-rounded business plan or about acupuncture and herbal remedies?
  • Granular – this is how to describe the grains of sand on your favorite beach, not to explain how the level of detail in your proposal.
  • Optimize – it can be hard to get away from this term if you work in digital marketing, since it’s part of the phrase “search engine optimization.” Consider some alternatives like enhance, sharpen, and refine to liven up your lingo.
  • Leverage – we get it, you want to sound smart by using big words. Just say “use” and make everyone’s life easier by getting to the point.
    • If you’ve never heard George Carlin’s bit on “shell shock” and how our language is devolving over time, watch this: https://youtu.be/vuEQixrBKCc.
george carlin
“In the first World War, that condition was called… Shell Shock.”

Whether you are working on a new website post, putting together a direct mail piece, or scripting your next advertisement, avoid these overused terms and use plain language to most effectively get your message across.

Sources

Published by

kevincarlow

Advertising Consultant at KARE-11 in Minneapolis, MN.