In the early stages as well as the presentation-in-person phase, the wrong terminology can knock the pitchers out of the box.
Therefore, those in a law firm, including solo flyers, have to continually review the language of marketing. Out-of-date terminology can be a way of shooting yourself in the foot. Prospects usually are looking for a way to rule you out.
When is the last time we heard that politico Donald Trump was "pivoting" to X or Y? Long time ago. Actually, I can't remember. Your prospects as well as clients are analyzing Trumpism's communications playbook. After all, achieving their commercial objectives intersects with politics. Lobbyists inside the beltway are struggling to decode the short form world of tweets.
We roll our eyes when applicants for a contract job say they did a "deep dive" researching our organization. It's now downright cartoonish. I image them with a snorkel mask. Your prospects may be envisioning the same thing.
And, like, the whole idea of "disrupting" whatever elicits yawns. Technology is no longer a megawatt issue. The Donald has seen to that. And, the rollercoaster of Campaign 2016 has worn us out.
All some of your prospects may long for is a good box or seat on SuperBowl Sunday game. They may be beyond wondering if the media camera's will pan on them. For SmallLaw the new American Dream might be as simple as being surrounded by good friends, downing greasy Fritos and imported beer (before Trumpism puts a border tax on it.) Disruption? Not on their couch.
Yes, buzzwords have their own life cycles. That's just like businesses and human beings. When they near the end of their normal time in communication they belong in the graveyard.
Sure, they can be resurrected. Someday. But with language change so rapid, it might not be in our own lifespans.
Simplification, Tone of Authority, Wit. Those are the NOW communications work-horses. Contact Jane Genova for complimentary consultation for your advocacy/marketing communications (firstname.lastname@example.org).