A big copywriting no-no!
by Inge Fuglestved
This is a bit of a warning. We recently saw the movie What Just Happened and I was inspired to comment on it. I found it a pretty self-indulgent film, full of inside jokes and self-importance — just like a poorly communicating organisation that loves talking in ‘execubabble’.
In fact, I looked up ‘execubabble’ and this is one definition:
Execubabble – Verbal executive communication in broad, vague terms that rise above normal speak. Characterised by an excessive use of executive words such as robust, paradigm, and drill down. Those on the receiving end of execubabble are no better informed after the speech than when it began.
Question: “How is the company doing?
Answer: “We are entering a quarter in which we expect robust growth. Paradigms are shifting, but the team has drilled down to the heart of the challenge.”
This is a pretty mild example, but you get my drift. It’s silly. It makes you hard to understand. And your customers don’t like it, so my advice is: don’t use this kind of language in your ads or on your website unless you want people to turn off.
And if you have a copywriter writing that sort of tripe then give us a call.