You know in movies when a ninja drops a smoke bomb so they can make a stealthy escape?
It’s not just ninjas that use smoke bombs. Marketers do it too.
Here’s what I mean:
An executive asks a difficult question and BOOM the marketer disappears into a cloud of complicated jargon.
By using jargon, the marketer raises points no one can challenge and starts a discussion no one can participate in. The truth is safely obscured in the fog.
It seems like a sound strategy. You get to avoid the question and sound like a marketing genius.
But in truth, company leadership is smart and can see what you’re doing. If your goal is credibility, the smoke bomb is a credibility killer.
The truth is, marketing jargon doesn’t make you sound smart.
Explaining complex marketing concepts in a succinct way that non-marketers can understand is what shows real mastery of the topic.
