Skip to content

Acme Software provides best-in-breed solutions that enable seamless integration with enterprise Web 2.0 platforms.

Do your white papers say something like that?

How about your website?

If so, wake up! You’re subjecting prospects to deathly dull “marketing-speak.”

Marketing-speak is that flabby layer of nice, polite, meaningless fog that obscures the truth in so much content today.

Marketing-speak encompasses all the tired clichés and empty superlatives found in press releases, brochures, and sales letters.

But a white paper isn’t a press release, a brochure, or a sales letter.

Some people work hard to sound like everyone else. So using jargon and buzzwords is the safe choice, right?

Wrong. Using marketing-speak is a huge risk, in three different ways.

Risk #1: Marketing-speak won’t help you stand out from the crowd

The biggest marketing challenge for most companies is getting noticed. But how can you get noticed if you do everything the same way as everyone else?

Using the same tired phrases makes you sound, well, tired. Using the same buzzwords as everyone else makes you sound, well, just like everyone else.

Is that any way to get noticed?

Risk #2: Marketing-speak irritates prospects and wastes their time

An effective white paper helps a business person understand an issue, solve a problem, or make a decision.

Marketing-speak doesn’t help with any of those aims. Instead, it slows readers down and wastes their time.

When every customer is a “stakeholder” and every problem is a “concern” and every bug is an “issue,” readers have to work to decode that extra layer of verbiage.

Any white paper that wastes a prospect’s time is gambling on their patience. That’s risky.

Many busy business people likely chuck that content, and turn to something that’s less of a brain-teaser. If that “something else” comes from a competitor, your company just fumbled away an opportunity to make a good impression.


photo of man with fingers in ears

Risk #3: Marketing-speak does not position your company well

You want to position your company as a trusted advisor. You want to help prospects to know, like, and trust you.

Instead, marketing-speak positions your company as a master of double-speak. It encourages prospects to ignore, dislike, and mistrust your company.

Is that really what you want? Or is that a risk too big to ignore?

The 3 R’s to end marketing-speak

What if you’re under pressure to stick marketing-speak into your white paper?

Reviewers—especially salespeople—may push to include the same tired buzzwords you’ve heard a thousand times before. That’s happened to me.

If so, try using the three R’s: Resist, Review, and Reword.

Resist: Push back by explaining the three risks. Remind your colleagues or client what you’re trying to achieve with your content.

Review: Get to the bottom of what the people pressuring you want to say.

Usually that’s some variation of, “We’re better than the other guys…” But when someone doesn’t know how to state that clearly and persuasively, they often fall back on jargon and cliches.

Reword: Restate the message in direct terms. Give examples to make abstractions more concrete. Cut through the fog to show what’s really there.

Practice the three R’s, and your colleagues or client will likely thank you when your next white paper actually gets noticed.

Empty marketing-speak terms to avoid

Here’s a list of some choice phrases in marketing-speak, and what I suspect these mean in plain English.

Remember: Your prospects are wasting their time to decode your marketing-speak… and they might just come up with the translations shown in this table.

Marketing-Speak Translation into Plain Language
Best-of-breed I’m telling you, we’re the best!
Breakthrough Not everyone has this yet
Concern Bug, complaint, disaster, emergency, fail, problem
Cloud computing The Web is the cloud, right?
Cutting-edge Not everyone has this yet
Disruptive This will put tons of other companies out of business
Enterprise-class We want the Fortune 2000 to buy it
Evolutionary This will put a few other companies out of business
Global Our website lists 4 offices (so what if 3 of them are sales peoples’ homes?)
Go to the next level You have no idea where I am now or where I’m trying to go and neither do we, but it sounds good
Groundbreaking Not everyone has this yet
Intuitive Only takes a few hours to figure out
Issue Bug, complaint, disaster, emergency, fail, problem
Leading One of the pack
Leading-edge Not everyone has this yet
Next-generation Not everyone has this yet
Next step in evolution This will put a few other companies out of business
Outside the box No one else thinks this will work
Paradigm Business-as-usual
Paradigm shift Not quite business-as-usual
Premier We wanted to say something more impressive than “leading”
Proactive Professional + active = proactive, right?
Revolutionary This will put tons of other companies out of business
Right-sizing Layoffs, staff cuts
Robust Comes with a 90-day warranty
Seamless integration Only takes three weeks to get working
Secret sauce The one thing we do differently from everyone else
Secure At least it was last time we looked
Stakeholder Customer, employee, shareholder, analyst, blogger, journalist, friend
State-of-the-art Everybody who’s anybody has this
Strategic alliance Acquisition, buyout, merger, squeeze-play, takeover
Synergy/Synergistic 1+1=3, right? Get it? Huh, get it?
Thought leadership A new way to say what everyone else says
Transformative This will put tons of other companies out of business
Unique Not everyone has this yet
User-friendly Only takes three days to figure out
Very unique Even more rare than one-of-a-kind
World-class We want companies around the world to buy this

Jargon can be useful, within limits

Every profession and every trade uses certain terms to mean something precise. This is called “jargon.”

Used properly, jargon saves trained professionals time and makes sure their messages are exact.

The problem is when jargon spills over to the outside population, those who lack training or insight to use it properly.

Or, there’s a problem when people like journalists or copywriters use language in a slap-dash fashion, coining new phrases without any precise definition.

When the latest buzzword gets picked up by salespeople and thrown around by executives, it starts to become empty, meaningless, and flabby.

So now that you understand the risks of using marketing-speak, and some of the worst examples out there, you’re going to avoid it, right?


Does this list miss any choice words that you’ve banished? Do you disagree with any of these choices? Please leave a comment below.


About Gordon Graham

Author of close to 300 white papers on everything from choosing enterprise software to designing virtual worlds for kids, for clients from Silicon Valley to Switzerland, from tiny startups to 3M, Google and Verizon. Also wrote White Papers for Dummies which earned 50+ 5-star ratings on Amazon. And recently named 2019 Copywriter of the Year by AWAI.

If you liked this post...

5 questions about branded original research white papers

5 questions about branded original research white papers

Ever heard of branded original research? It's an up-and-coming type of content marketing.  To create...
Will artificial intelligence replace white paper writers?

Will artificial intelligence replace white paper writers?

Have you seen all the articles about how artificial intelligence (AI) is now doing creative...
graphic showing ICO letters over a stylized world

Top 10 tips for ICO white papers

Every new cryptocurrency needs a white paper on how to explain and promote an ICO....


  1. Steve Maurer on November 19, 2014 at 3:03 pm

    Great list, Gordon! Looks like a lot of them say the same thing, don’ they.

  2. Karen Luttrell on November 19, 2014 at 3:27 pm

    Love your translations! Thank for the smile Gordon.

  3. Danica on November 19, 2014 at 7:21 pm

    And please, somebody volunteer to kill “go to the next level”. What that means to me as a buyer is, “You have no idea where I am now or where I’m trying to go and neither do we, but it sounds good.”

    Thanks for this Graham, and when you get time…take care of that “next level” where ever it is:)

    • Pauline Clark on November 20, 2014 at 1:23 pm

      Hey Danica: Thanks for your input. We’ve added your word to the table.

  4. Damon on November 19, 2014 at 11:27 pm

    Here’s one to add …

    Synergy/Synergistic = improves efficiency and collaboration amongst workers

    • Pauline Clark on November 20, 2014 at 1:24 pm

      Damon: Thanks! We’ve amended the table to include your word.

  5. Phil on November 20, 2014 at 9:17 am

    Thanx for the tips…..but how about adding words (or phrases) such as:

    “…create more buzz and cement more sales.”

    create more buzz – build up the noise to drown out the facts
    cement more sales – envelop what you really want in dead weight

    I fear we are our own worst enemies.


    • Gordon Graham on November 20, 2014 at 11:42 am

      Ouch! Thanks for the reality-check, Phil. I’ll reconsider those phrases in my nameplate on this site. I agree that “cementing sales” is a somewhat strange phrase. Can you think of an alternative?

  6. George Butters on November 21, 2014 at 3:21 pm

    Nice one, Gordon. A few more for the bit bucket:

    Secure – At least it was the last time we looked.

    We’ll help you go viral – But don’t mention that Internet trolls and viruses are generally ok if they kill their hosts.

    Very Unique – Even more rare than one of a kind.

    • Pauline Clark on November 24, 2014 at 10:03 am

      Hey George:

      Good ones. I’ve added a couple to the list.

Leave a Comment