Because you treat them like morons. Instead of saying you’ll sell more of their shit, you say you’ll…

-increase household incidence and purchase frequency.

-emotionally connect with our target.

-build brand loyalty.

-activate consumer passion.

-increase consumer engagement.

-enhance the shopper experience.

-build market share through relevant communication.

-build greater presence and greater exposer among shoppers.

-increase brand awareness through aggressive media and guerilla tactics.

-motivate consumers by embracing their trust.

-increase brand loyalty by enhancing the consumer experience.

-build relevance among younger audiences through social networks.

I didn’t make these up. I pulled them off of one presentation that some agency did a while back. When you put this language in a presentation you’re not coming across as smart, you’re coming across as boring.

Arrogant too.

- John Huggins