Stop using all the same buzzwords as your competitors like “fully leverage”, “fully optimize”, “most comprehensive”, “drives maximum efficiency”, “seamlessly integrated”, “mission-critical”, “innovative” etc.
Think about explaining your product or service to your 80-year-old grandma, and then use those same words in your marketing. Does she know what “fully leverage big data” means? Probably not. Reduce the noise around your core value proposition and make it simple and clear what your one special thing is without using jargon as a communications crutch.
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Source: Brian Ladyman, Today@TargetMarketing, 2/5/14