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How to spot ‘Sales Killing’ Word Fluff.

Yesterday I told you about my war on Word Fluff. I’m passionate about because it literally costs you sales if you use it.

Here’s a few ways to spot it in your marketing.

Do you use we or our a lot?

Do you use passive instead of active language?

Do you use technical terms and jargon that you assume everyone else knows?

Do you state what you can do in clever terms instead of clear terms?

Do you use a lot of long sentences?

Do you use big words when small words are easier to understand for more people?

Any one of these will lead to a decrease in sales. More than one and you’re literally showing clients you don’t want them to buy.

Here’s an example from a very big company. To be clear this is next level Word Fluff.

Our complete cloud suite of SaaS applications brings consistent processes and a single source of truth across the most important business functions—from enterprise resource planning, supply chain management, and human capital management to advertising and customer experience.

Ask yourself what does this do for me? I’ll wait while you try and figure it out.

Just kidding you can’t or at least I can’t and I’m not dumb.

Now that you know what to look for start fixing yours. If you’re not sure if your words are Word Fluff send them to me and I’ll give you a honest opinion.