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Whether or not you should use buzzwords in your marketing has been a bit of a dilemma for marketers. It’s not a “one size fits all” situation. You need to consider how words evolve over time and how your audience will react to the word now and in the future. Buzwords can be a great way to grab an audience.

In the early 2010’s a large church and charity organisation in my city changed its name to Influences Church; it seemed an appropriate name for an organisation that positively influenced their community. Fast forward to 2022, and every sixteen-year-old girl was an “influencer,” the word evoked images of over-animated teens ruining around cities with selfie sticks and ridiculous poses.

Meaning of Buzzword.

A buzzword is a word or phrase that has become fashionable in a particular field and is often used by the media. Buzzwords derive from technical terms yet remove much of the original technical meaning as they become fashionable and used to impress others. Read More

Buzzwords can grab your audience’s attention in the early days, but they can turn tired and sour quickly. On the other hand, a buz word can be used as a language tool that saves a whole lot of words and examples if the audience is familiar with its common use.

  • Target audience: If your target audience is made up of industry professionals, they may be familiar with and understand buzzwords. In this case, using buzzwords can help you to communicate your message clearly and concisely. However, if your target audience is made up of consumers, they may not be familiar with buzzwords, and using them could confuse or alienate them.
  • Industry: Some industries are more prone to using buzzwords than others. For example, the tech industry is notorious for its use of buzzwords. If you’re in a tech-related industry, using buzzwords may be seen as a way to show that you’re up-to-date on the latest trends. However, if you’re in a different industry, using buzzwords could make you seem out of touch or pretentious.
  • Marketing strategy: Your overall marketing strategy should also factor into your decision to use buzzwords. If you’re using a more traditional marketing approach, such as print advertising or direct mail, buzzwords may not be necessary. However, if you’re using a more digital marketing approach, such as social media or content marketing, using buzzwords can help you reach a wider audience and generate more engagement.

Ultimately, the decision of whether or not to use buzzwords in your marketing is a judgment call. No right or wrong answer exists, and the best approach will vary depending on your situation.

Here are some tips for using buzzwords effectively in your marketing:

  • Use them sparingly. Don’t overload your marketing materials with buzzwords. Use too many, and they’ll lose their meaning and become ineffective.
  • Make sure your audience understands them. If you’re using buzzwords that your target audience doesn’t understand, you’re just going to confuse them.
  • Use them correctly. Make sure you understand the meaning of the buzzwords you’re using and that you’re using them correctly.
  • Back them up with substance. Don’t just use buzzwords to sound impressive. Use them to support your claims and make your marketing materials more persuasive.
  • Consider an expiry date. Regularly audit

If you follow these tips, you can use buzzwords effectively in your marketing without alienating your audience or making your marketing materials seem insincere.

Earle Webber

With over thirty years in content marketing and brand development, Earle is the director of, and Earle is also a founding partner at

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