Interesting article by David Meerman Scott entitled: Cutting-Edge,
Mission-Critical Anlaysis: Steps to Avoiding Overused Gobbledygook. In it, he
talked about the fallacies marketing teams make in trying to make a product/service
sound sexy and actually goes as far as describing this as an industry dysfunction.
The key to avoiding this is to use a language your buyers can understand and get relate
to. The industry you’re in is of no consequence, your buyers are what will make you
or break you.