I sit in a briefing or a brainstorming session and I cringe at the sound of certain words used across all products, services, product managers, marketing people, even ad agency reps (who think they understand the industry). These washed-out words should be banned from the telecom industry; and more so in telecom advertising.
Some words have embedded themselves in the jargon of telecom services advertising and have become synonymous with vomit-inducing headlines like ‘the art of’.
Among these words are:
3. Get more (as each telco considers this as a soft blow on competition)
5. Peace of mind
6. More for less
7. Customer experience
8. Better value
Here is an example:
“Mobile email is a very efficient service because it lets you access your email while on the go, whereas it is also convenient because you should not be stuck in one place; it allows you to get more things done at the same time and it is extremely innovative. Wouldn’t you like to have peace of mind, and not worry about being at your desk all the time? Mobile email offer better value to customers, and enhances the overall customer experience”
Did you understand anything about the service? These ‘filler’ words are used by telecom people to make briefs have more text and look descriptive mostly to cover the ignorance of the people writing them. If the chocolate industry can differentiate the positioning between Snickers and Mars, the least telco people should do is clearly diversify their services’ positioning.
If the cliché term of ‘out of the box’ is to apply, these words would be in the wood used in the manufacturing of such a box.