Innovative, Robust, Seamless, Disruptive, and Patented

Written by Sean Murphy. Posted in 2 Open for Business Stage, 3 Early Customer Stage, Demos, skmurphy

I am always puzzled when companies use adjectives like:

  • Innovative
  • Robust
  • Disruptive
  • Seamless
  • Patented

in their product descriptions, brochures, datasheets, website, marketing and sales decks, videos, trade show booth signage, presentations, etc…

These are not adjectives that are on a prospect’s “nice to have” checklist, much less their “should have” or “must have” lists.

These are adjectives that marketeers use to characterize a technology.  Sprinkling these and other “buzzword bingo” adjectives  all over your messaging will do nothing either to attract prospects or to convince them to buy.

Describe the problems that your prospects face in plain English using words that they use.

Describe the benefits that your offering will provide the same way.


I realized after I wrote this that Peter Cohan had developed a Content Free Buzzword Compliant Vocabulary List that also contained robust and seamless and another dozen that I had overlooked:

  1. Robust
  2. Powerful
  3. Flexible
  4. Integrated
  5. Seamless
  6. Extensible
  7. Scalable
  8. Interoperable
  9. Easy-to-use
  10. Intuitive
  11. User-friendly
  12. Comprehensive
  13. Best-of-breed
  14. World-class

Peter Cohan’s next Great Demo Workshop in Silicon Valley is October 10-11, 2012.

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