Avoiding “Twinkie” Phrases

“Twinkie” Phrases are those phrases that have little or no substance. In other words, they are meaningless. I was thinking about the many meaningless phrases that are used in business today. Let me point out a couple of phrases that are commonly used in infomercials. I know that picking on infomercials may seem way too easy (like fishing from a barrel), but here it goes:

  1. “Act now and get this real estate investment for pennies on the dollar”. What does the phrase “pennies on the dollar” mean exactly? Are we talking $.19…$.97…or $1.11 on the dollar? Meaningless.
  2. “Hurry, seating is limited!” Have you ever seen an event space that did not have limited seating? I mean, even the Indianapolis Motor Speedway which holds 250,000 people has limited seating. Meaningless.

Not only are “Twinkie” phrases meaningless, if they are used often they can be very damaging to the “health” of any business. Try replacing these phrases with ones that create meaning and bring vitality to your business.

What “Twinkie” phrases might you be using in your business? Stop it, and eat your vegetables!

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