Why We Love (and Hate) Business Talk →
Sometimes, fancy business words are useful. They help people in the same job talk about complicated ideas quickly. They can also make you sound smart and professional – "I know all about 'growth hacking,' so I'm a serious marketer." But these words can also act like a wall, making it hard to connect with customers, other departments, or even new team members. And honestly, some of it just sounds silly outside of the office. We've all heard someone say they want to "plan how to come up with a workable solution to improve our main skills," and you just want more coffee.
Breaking Down the Buzzwords: Our Top Business Phrases Explained
1. Synergy: The Dream of Teams Working Perfectly
What it sounds like: When two or more things work together, the result is much better than if they worked alone. It’s super collaboration, like a beautiful song played by many musicians.
What it really means (with a smile): "We're going to put two teams in a room and hope they don't argue. If they somehow do something a little better than usual, we'll call it 'synergy' and take the praise." People often use this when they don't quite know how two groups will work together, but it sounds impressive.
`2. Leverage: Using What You Have (or Don't)
What it sounds like: To smartly use resources or influence to get the biggest advantage.
What it really means (with a smile): "We have this thing. Let's use it. Or, we heard someone else has this thing, so we should probably say we're 'leveraging' something too, even if it's just a vague idea." Usually comes before a suggestion that won't cost any new money.
`3. Paradigm Shift: When Things Change, But Like, REALLY Change
What it sounds like: A deep change in how we think or what we believe; a complete revolution.
What it really means (with a smile): "Things are changing. Maybe. It's a big change, maybe a new trend. Definitely not just a small update. It sounds more important if we call it a 'paradigm shift' instead of 'we're slightly changing our social media plan.'" Often used to justify a completely new (and expensive) project.
`4. Low-Hanging Fruit: The Easy Wins We Haven't Gotten To Yet
What it sounds like: The simplest problems to fix or the easiest chances to take with little effort.
What it really means (with a smile): "Let's do the easy stuff first, because we're tired. Or, let's point out the obvious things everyone already knows we should do but haven't, and pretend it's a brilliant new idea." Usually the first suggestion in a long, complicated meeting.
`5. Ideate: To Have an Idea, But Make It Sound Like a Big Process
What it sounds like: To create an idea; to take part in the creative process of thinking up ideas.
What it really means (with a smile): "Let's brainstorm. But 'brainstorm' sounds too relaxed, too... human. We're 'ideating.' It sounds like we're doing complex brain surgery on concepts, not just drawing on a whiteboard." Often leads to very few actual usable ideas.
`6. Best Practices: What Everyone Else is Doing, So We Should Too
What it sounds like: Ways of doing things that are generally agreed to be better than others because they've been proven to work best.
What it really means (with a smile): "Someone successful did this once. So we're going to copy it, without necessarily understanding why or if it even fits us. It's safer than being original." Often followed by the phrase, "Let's talk about that later."
`Google Search Tips for Business Words: Talk Like a Human, Get Found More
While special industry words have their place, using too many hard-to-understand marketing words can actually hurt how many people see your content. Search engines, just like your audience, prefer clear, simple, and easy-to-read language. Using plain English helps more people understand your message, and strangely, makes your content easier to find for those really looking for answers, not just buzzwords. Focus on explaining jargon and turning difficult ideas into things people can easily understand. Your marketing messages will be better for it!
FAQs: Your Questions About Business Talk Answered (Simply!)
Marketers use these words for a few reasons: they can be a quick way to talk about complicated ideas among people in the industry, they can show expertise, and sometimes, honestly, because everyone else is using them! It's a mix of being genuinely useful and a bit of corporate herd mentality.
Not at all! Some terms are important for talking precisely within the industry (like SEO, PPC, ROI). The problem happens when these words are used to hide meaning, sound impressive, or shut out people who aren't in the inner circle. It all depends on the situation.
A good tip is to pretend you're explaining your idea to someone outside your job, like a friend or family member. If you have to stop and translate, it's probably a fancy word. Also, use active sentences, keep your sentences short, and care more about being clear than sounding "corporate."
Yes! When you simplify your language and explain complex terms, you make your content understandable to more people. This can make them more engaged, make them stay longer, and make your content more relevant for searches by people who aren't already experts, which ultimately helps your SEO plan.
Oh, there are so many! "Drink the Kool-Aid" (meaning to blindly accept an idea) always makes me laugh with its cult-like feel. Or "boil the ocean" (to try an impossible task). They're vivid, if a bit shocking, comparisons!
Talk Like a Human, Connect Better
In the end, while business talk can be a necessary annoyance for internal chats, using too much of it can push people away, confuse them, and stop clear communication. By consciously choosing to be clear, using simple language, and maybe even laughing at our industry's weird words, we can make our marketing writing better and connect with our audiences in a much more real way. Let's aim to be understood, not just to sound important. Your audience, and your Google ranking, will thank you.
Welcome To Cathrine James's Blog: Cathrine James is one of Zimbabwe’s top female marketers, with an impressive career and invaluable experience from the Marketers Association of Zimbabwe (MAZ).
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