This article from a recent Language and words in the news caught my eye. It talks about the most annoying marketing words used today, and let’s face it, there are plenty of them. I have a particular vested interest here, though, because I used to work in marketing, and even though it was many years ago, none of today’s marketing jargon can beat the one that one of my colleagues came up with in a client presentation. She announced that we would ‘tickle the soft underbelly of the market’. We would what? The only ‘soft underbelly’ I’m tickling is that of my chinchillas, thank you very much and anyway, what does the ‘underbelly’ of a market look like?
It was such a ridiculous comment that the room just went silent, and it immediately went down in company history!