5 Words to Avoid in Technology Marketing

December 9, 2013

Written by John Centofanti

John’s background spans the creative side of business, including content writing, branding, graphic design, and more. In 2006, John founded Creative Stream Marketing, serving national retailers, tech companies, and B2B companies across the US.

Make strong statements about your software or technology solution without using meaningless buzzwords.

Technology marketing often includes the words below to position a solution above competitors. Yet, these words are overused, weak on meaning, and often can’t be proven.

Innovative

This means, “the act of introducing or the state of being introduced,” according to the dictionary. Your technology may actually be innovative; however, all other technology companies are innovative to some degree or another. Since it’s the nature of technology companies to innovate, you’re just doing what is the most basic, expected level of work in your industry. Being innovative doesn’t set you apart from all other tech companies.

World-class

Our clients work hard to deliver excellent service to their own customers. Yet I know of one software company that purposely wanted to make their phone number on their website obscure, because they preferred to be contacted by e-mail. What did their customers prefer? That same company boasted about their service excellence.

Your company may have great service, but world-class truly means, “Ranking among the world’s best.” Is your technology, or your customer service, among the best in the entire world? If it’s not, it’s better not to overstate your quality, otherwise, you’re setting up people for disappointment, which is an opposite experience of world-class.

Industry-standard

Many software and technology companies want to imply their solution is so effective, it’s what their entire industry considers standard. A company like Microsoft may be able to say that Microsoft Office is industry-standard. As much as Microsoft Office is used by countless millions of people worldwide, there are other competitors, like Google, that are challenging them. Labeling your solution as industry-standard isn’t helping you gain much from your marketing efforts.

Award-winning

It’s thrilling (for you) to be recognized for your contribution in the software world. It’s even better if a key customer can share how your solution has helped their company grow or save money. Too often companies announce their award-winning solution, but the organization granting the award is unknown to your buyer. Worse, companies can win an award for solving a business problem with technology, but some of those same companies deliver terrible service. Being an award-wininng company doesn’t speak to what might be most important to your customer. After all, it’s not about you, it’s about your customer.

Cutting-edge

People know what this means, but it’s so overused, you should just completely avoid it.

Use plain language in your marketing

Marketing your technology is much easier if you use plain language, the same way you’d describe it to someone you just met at a party. You’d never say, “Our innovative technology reduces manual input and delivers relevant insight to the user.” You’d more likely say, “Our software helps people cut their staffing hours in half,” or, “Our technology helps our sales team to track competitor prices anywhere, 24/7.”

Avoid buzzwords, and speak to people in language they understand. Then you will see results in your bottom line.

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