Do your eyes glaze over with the vacant stare of a dairy cow when reading most company websites, brochures, case studies, and white papers? Once I interviewed with a company whose tag line was Trust. Value. Integrity. It took me forever to figure out what their business was. After scouring their site and search engines, I deduced they were loan origination technology developers. Can you imagine what this does to potential business? Their website was jargon-jammed with corporate speak and communicated nothing. The powers-that-be who insist on cliché, jargon and words with no marketplace meaning undermine their own profit potential and branding power. As E.B. White wrote in The Elements of Style, these are the leeches that infest the pond of prose, sucking the blood of words. Let’s take a look at a few of the offenders.
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