The UK’s Matthew Stibbe writes one of my favorite copywriter blogs (and I don’t think it’s just the accent).

He recently posted the “Devil’s Marketing Dictionary Part 2 ” — a fairly hilarious look at marketing jargon, and what it really means.

Some samples:

Focus group. Feedback disguised as strategy.  For example, a Volvo is an Aston Martin designed by focus group. Here’s what they said: “I like the looks but it’s really expensive,” “It would be better if had a bigger boot and four seats.” “Wouldn’t it be dangerous to drive that fast?”

Survey. A series of carefully crafted questions that generate the answers the PR company had in mind when they pitched the idea to their client.

Tipping point. The moment when a concept goes from being a conceit to a catchphrase.

Paradigm shift. When everybody agrees with an idea that is about to be disproved.

Read the rest of the Devil’s Marketing Dictionary at: Bad Language / Devil’s Marketing Dictionary Part 2

My addition to the list?

Net 30: Don’t hold your breath.

Keep writing, Tom Chandler.

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