Buzz Word Marketing Is Killing Your Brand (Say What You Actually Do)

If your homepage says “innovative solutions for leading stakeholders,” you’ve got a Buzz Word Marketing problem

In this episode of The Way to Value, Marty Osborn and Dale Thrush break down how buzzword-heavy copy and vague mission statements repel buyers, confuse teams, and crush trust. We show you how to spot the jargon, strip it out, and rewrite your message in plain English — so customers know exactly what you do and why it matters.

We also expose the gap between permission-to-play statements (“build relationships, be strategic”) and real core values people can remember, use, and reward.

What you’ll learn:

- The 5 most common Buzz Word Marketing traps (and how to rewrite them)

- Permission to Play vs. Core Values (a quick test every team can run)

- Why buyers ignore “mission/vision/values” when the copy’s unclear

- Simple, specific, emotional: the only three rules your brand lines need

- How to align rewards & promotions with your stated values (or stop saying them)

- Highlight every buzzword (innovative, strategic, stakeholders, synergy, solutions)

- Rewrite each line to answer: Who’s it for? What problem? What result? How fast?

-Ask: “Could every competitor say this?” If yes → Rewrite.

Links

-If you lead people — whether it’s 5 or 500 — this conversation will challenge how you think about trust and leadership

-Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/contact-us

-Subscribe to By Design Podcast for more unfiltered leadership truth bombs

-Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/?bestFormat=true&k=finding%20significance%20marty%20osborn&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k1_1_12&crid=37ZRISVQPV8P3&sprefix=marty%20osborn

-Take the DISC Assessment – https://profiles.innermetrix.com/VO/b2a2eb33/en

Question: Paste your most buzzwordy line below—we’ll translate it to plain English in the replies.

#BuzzWordMarketing #BrandMessaging #MissionStatement #CoreValues #PlainEnglish #Positioning #CopywritingTips #TheWayToValue #MartyOsborn #DaleThrush #BusinessGrowth #CompanyCulture