For far too long marketing jargon has tainted the perception of ad agencies across the globe.
Last Wednesday I had the unenviable chance to watch an incredible example of marketing jargon at its finest. Squirming on the sofa I saw Richard Woods in the latest series of the BBC’s Apprentice deliver this elevator pitch…
“Project X is a fully managed and implemented business growth campaign that starts with a focused basecamp to remove the clouds from our clients business growth mountain, so they clearly see the summit they are aiming for.”
Watching him try to explain this made us all cover our eyes, and ultimately rightly so as it got him fired.
So why are phrases like the above, and ‘the army knife of business skills’ or ‘unlocking the goldmine’ even necessary as a way to illustrate your skill-set to a potential client?
As a professional in advertising, the best language I could ever use to explain what we do is straight to the point, with stellar examples of our successes.
It’s why I felt sorry for Richard for several reasons:
Firstly, I think that his idea was effectively sound. Despite the annoying language he used to describe it, we are in part a very similar business to the one he aspires to create. We are a full service creative agency that outsources marketing budgets for businesses to help them generate a strong and constant growth and return. Check out our blog on why you should outsource your marketing with us for more of an insight on how we can help. https://www.idenna.com/you-should-outsource-your-marketing
Secondly, and more importantly in some ways, it’s because as I have developed my own skills at publications and media houses, I have found myself occasionally using jargon language without realising it whilst under pressure. There is nothing worse than realising you have confused someone you really admire and therefore won’t have the opportunity to work with on a great project.
The ability to develop and learn is the best skill we all have at our disposal in business. It’s why our team is constantly working to be the best for our clients and themselves, striving to gain knowledge and improve everyday.
I have luckily come to my senses early, realising that marketing jargon from 20 years ago doesn’t help anyone. It is all about clear and concise communication about today’s challenges.
As Albert Einstein famously said, “If you can’t explain it simply, you don’t understand it well enough.”
So if you are fed up with marketing jargon causing a faff give us a shout, we will be open, honest, fair and professional with you, and create something brilliant together.