Steffan Aquarone

Steff is a film producer and technology entrepreneur who speaks internationally on innovation, entrepreneurship and digital marketing

Just tell me what you do!

Is it me, or do marketers seem to have dropped the clanger of yesteryear that is “professional, high quality, cost-effective solution” in favour of excessive wording and jargon?

I’m sure we’ve all used verbosity to sound convincing, or to confuse the person we’re talking to. But do people actually buy it?

If I need “innovative ad products, custom media solutions, research and insight, and guaranteed brand safety – to make the digital medium more engaging, accountable and scalable” I’ll go and research corporate video production companies.

Same as when I need a sub-aquatic ceramic anti-carbonic-coagulant solution for my ceramic receptacles I’ll buy some toilet cleaner…

Buyers: don’t be fooled. Anyone with half a brain and a dictionary can sound like they know what they’re talking about. If you want to know if someone’s good at what they say they do, ask for the evidence.

Filed under: selling creative, , , ,

3 Responses

  1. Fred says:

    Reminds me of a chap I met in a BNI meeting once who used to say “My name is… and I help managing directors sleep at night”.

    Manufacturer of night nurse?

    High class escort?


  2. Mark says:

    Actually, I’m starting to find marketing/advertising featuring poems read by affable-sounding Northeners more annoying/patronising than jargon.

  3. […] Just tell me what you do! June 20102 comments 5 […]

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