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January 9, 2020

“I’d like to introduce you to company X, they’re completely disrupting the industry…”

“My client is transforming the way we…”

“He is a thought-leader in the space…”

Does this sound like a pitch you recently sent to a tech reporter ? Chances are it does. We took an informal poll of our technology practice here at FINN to create a list of the most overused words in technology communications. 

Here’s a look at some of the most frequently used phrases:

All of this is to say, if 77% of people are saying their client is innovative - are they really that innovative? How is a reporter to discern those truly shaking up the market from those just using the jargon?

Let’s all make a resolution that in 2020 we ditch the buzzwords and get back to the basics: Accurately capturing what our clients do, why it’s cool, and why a particular reporter, influencer or stakeholder should care. Instead of saying that a company is transforming an industry, cut to the chase and get to the point of what they’re actually doing and how it’s helping consumers or businesses.

A story should be able to speak for itself, without the help of fluff words like “disrupting” or “cutting-edge.” If a product is disrupting an industry, the pitch should be able to convey that to a reporter on its own. Here are a few things that are certain to make your pitch standout in 2020:

  • Stats and data that show value
  • Compelling visuals
  • Dollar figures to support the story
  • C-level execs ready and willing to speak
  • Analogies that better paint the picture
  • Customers to give the story color
  • Female execs breaking gender stereotypes

So here’s a challenge: How long can you go in 2020 without using one of these buzzwords? And better yet, do you see better results when you cut through the industry chatter?

 

 

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