6 Essentially Meaningless Phrases Guaranteed to Bore Your Customers to Death.

We’ve all been there. You’re in a meeting. Someone is talking, but you checked out 20 minutes ago. There’s no substance, or if there is, it’s well hidden behind a torrent of mind-numbing sales speak. You wake from your daydream just in time for the big smile and the firm handshake. There goes another hour you’ll never get back. Some things are better left unsaid; whether in person or in your marketing content.

Why not start by retiring these useless expressions:

• “At the end of the day” 

This sounded really cool when people first started saying it; sort of a casual reflective way of saying “this is the summary and most important point to remember.” Now it just sounds like your trying to sound cultured and bookish.

• “To be honest with you”

AKA: “In all honesty” or “To tell you the truth” Really? Now you’re being honest with me. How comforting! Should I discount everything else you’ve said as bald face lies?

• “Having said that”

You said it, we all heard it. Let’s move on! This is just more bla, bla, bla, see how “executive” I can talk.

• “It is what it is”

Glad you cleared that up. I wasn’t sure what it was. It sounded like you were making excuses for something that doesn’t meet my expectations.

• “Needless to say”

If it’s needless to say, why are you saying it? Any other needless words for me – because we’ve got lots of extra time on our hands this week…

• “Robust, scalable, world-class”

You and everyone else my friend. Way to un-differentiate yourself. Is it cloud-based too?

Great Customer Engagement Calls for More Intentional Discourse

Customers get enough hot air from their bosses already. Instead, why not ask succinct questions that lead buyers to conclude that you are listening to them, you’re focused on their needs, you are very capable of helping them. Don’t waste their time with lots of extra words. Let’s leave that to the politicians!

What other old business expressions are your customer’s tired of hearing?

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