Katinger.com

In working with clients I'm often asked to help create, revise, or massage the marketing message on their web sites. I was sent a link to a story today (thanks Farwell) on just how bad the technology industry has gotten with the marketing language they use to describe their products and services. I found it particularly funny because I often have to work really hard to make sure that terms like "solution" and "experience" are not in my copy, or are at least kept to a bare minimum.

With the web being such a direct medium, combined with the increasing prevalence of traffic being driven through search engines (paid and organic) demands that marketers start to try and focus their language a bit more and stop wasting prospects time.

For example, when I am looking for some "accounting software" and I come to a software company's web site, please just tell me flat-out if you make "accounting software" or not. I don't care if the "experience" that your "solution" provides will allow me to "enhance" the efficiency of my entire "enterprise." That is meaningless BS.

Similarly, if you are a software company in East Jabrew, Minnesota with 15 employees you are not the "Global Leader" of anything. IBM is a "Global Leader." You are just a software company. You might be great at what you do - so focus on that. Don't try to convince customers that you are some sort of global super power. The average consumer is too smart to believe that...believe it or not.

If you like the article linked above, you should definitely check out the Web Economy Bullshit Generator
...a classic link from a bygone era.