The video shown below has been making the rounds today on social media:
While this is funny, it does raise a good point concerning businesses in this day and age. The sad fact is that this video is more or less true in the sense that companies today have little if any creativity in their marketing efforts.
In fact, I would take this a step further and argue that business in general has become a giant bucket of generic buzzwords and meaningless jargon. Take, for example, this recent IBM commercial:
Here is a list of the buzzwords used in this one commercial:
- open source
- time cycle
- perfect storm
When you watch the commercial and see past the jargon, you find that the commercial doesn’t really say anything. This is the state of advertising today. To be fair, it isn’t just IBM that advertises like this. In fact, most commercials have the same tendency to say nothing about the brand or product being advertised.
This is where Steve Jobs got things right. When he advertised the iPod, he didn’t ramble off a bunch of buzzwords about how the iPod makes your music portable. Instead, he simply stated that it puts “1,000 songs in your pocket”. That was pretty much it. With that one statement, people knew what it did and wanted to try one out.
As a startup, it is important that you not fall into the buzzword trap. When you don’t have much money available for advertising, it is crucial that you make your advertising worthwhile and effective. A good ad should get the customer to try your product, and jargon is a good way to not do that.