After reading it I could not remember what I had read, what it referred to, where I saw it - my mind was a blank, except for my reaction to that unfortunate word "boost."
I backtracked, found it, and read it again. "Boost" was the first in a string of big-sounding words that had the same invisible-izing effect. When I hit one of those words it was as if the rest of the sentence lost the benefit of the doubt: this was no longer a sentence worth reading.
There's nothing wrong with boosting the popularity of your enterprise with secret tactics integral to success, but if those bouncy words aren't a reflection of an integrity that's already there, they're not going to boost anything, especially if they go on to tell me about certain overused phrases:
anything about hat tactics
almost anything about page rank
signing up for your "unique solution" or "superior program"
This got me to wondering. Are there any bad words? Are some buzzwords so over-used that their presence alone is enough to discredit the message? Or, is it all in the delivery? How important is pre-existing trust?
What buzzwords go flat for you? Why and how?
Edited by AbleReach, 24 May 2008 - 12:32 PM.