Buzzwords and marketing jargon piss me off. Big surprise that I find myself working in field full of double-speak, but also a worthy challenge for a writer bent on getting to the real language below the lingo. I believe consumers want authentic and personal, not hype.
So of course, as ironies go, here I am in a partnership attempting to develop a down-to-earth, small town version of a trendy virtual office business that is rift with yada yada. I’m cringing each time I try to write the elevator pitch. “Co-create” “co-working” “collaborative rather than cutthroat” “community-based commerce” “micro business incubator” “entrepreneurial hub”…the list goes on. My skill as a wordsmith is woefully failing me at the moment. Or maybe the current wave of marketing messages are just too hip for my aging preferences.
In a modern world that often relies on making up words to fit new–or more precisely, recycled concepts–I still want real language. Pithy deserves it. And I’ll take any real language suggestions for my elevator pitch you’ve got.