Every industry has its own set of buzz words and these change with the times. As consumer trends and preferences shift one way or another, most of the companies in the niche will adjust their marketing message accordingly. However, at what point would you say that a company is overusing buzz words? At what point would the implementation of buzz words do more harm than they do good?

A quick walk down the juice or health food aisle at the supermarket will reveal many products that seem to push the limits on buzz words. There’s one juice that is fortified with this vitamin and another granola bar that is enriched with that mineral. You’ll hear about yogurt products that is fat-free and another item that is enhanced with some probiotics. Are these products any better than the ones on the store shelf that don’t proclaim being fortified, enriched, or enhanced in some way?

Yes, it is important to consider buzz words and important key selling terms when it comes to designing your marketing strategies and branding techniques, but you also have to be careful not to overuse these tactics. When every item on the shelf is touting the exact same advantages, they start to lose any meaning whatsoever. Try your best to differentiate your brand from the competition, but in a good way.

So what if your product has been enhanced with this or fortified with that when the competition is selling something nearly identical? Buzz words have their role, but they should not become the focus.