Clarity of thought is vital when it comes to communications. If you are a marketer that works in every element of the marketing discipline, you know the strength of proper and well-considered language. I am proficient in the English language only, but the intent of what follows is likely applicable in any language.

We hear and read such words and phrases as going forward; boots on-the-ground; in order to; having a conversation; out there; high quality; stuff; fine; leading; held accountable; slippery slope... There are many more, heard most commonly in the spoken word, that creep into editorial and promotional copy.

Going forward or "on a going-forward basis" just doesn't make sense. Does any corporation or organization involved in growth want to go backwards? Can any politician or corporate leader delivering a speech expect to go backward in time? Where else can you go but forward? These are wasted words. Would it not be much better to say clearly what the plan of action is? "Going forward" has crept into our presentations and editorial. It states the obvious and really doesn't have to be said.

The first time I began to notice "boots-on-the-ground" used in presentations, and less so in articles, was during and after the first Gulf War. US network news media picked it up from their military sources who talked about deploying troopers who were being airlifted into combat zones. Now you hear the term thrown about without thought. Why can't it be said that, we sent our reporter (or engineer, or salesperson) to Vegas to work on this breaking news (or project)? Frequently you hear, our boots-on-the ground is Jan Blog, implying some form of swift and rapid response to a need. In speech and articles, this phrase is jargon, and knowledgeable speakers and writers would avoid its use. It means very little and leaves the receiver of the message guessing at the context of the statement. For a marketer, this is a mistake.

What in the world does "in order to" really mean? It falls under wordiness. These overused three words can be replaced by the word to. It saves space and the reader remains focused on the thought being expressed. Avoiding the use of in order to shows maturity in the writing style of the author.

We are now having "conversations." Once again, national media picked up on this word that seems to have appeared through the mindless dissertations of politicians trying to win the hearts and minds of constituencies. We don't discuss or debate anymore. We have conversations that appear on the surface to emasculate the potential for serious confrontation. Words like this used in speech and print are softening our messages.

Every time I hear someone refer to garnering some action or messaging to an audience "out there," I know that the source from where the statement originated has little understanding about what is to follow and my interest falls quickly. When someone uses out there, a barrier immediately rises around the organization issuing the out there statement and the rest of us, the receivers of the message. It implies that the source issuing the thought or statement has some special body of knowledge or resource that will always keep them distanced from their audience.

In the TV series NYPD Blue, the statement was made, after the briefings to the street officers, be careful out there. Now it has crept into our speeches and articles and means little, other than forming a line between us and them. What a great way to make a point to your customers.

"High quality" is a widespread expression in corporate collateral material and websites. High quality is a meaningless term because it does not say anything about a product or service. The term by itself does not provide any method to measure quality. Unless the term is immediately backed up with detail on what it means, it is a useless statement. Many marketers don't take the time or do not have the space to explain why the statement can be made.

Words like "stuff" and "fine" are for lazy speakers and writers. Take the time and describe the subject of what stuff is being used to describe. Characterizing an action as being just fine is an insult. Use descriptive words and phrases to explain what is really meant to be said. Take the time to present your messages in an accurate and definitive way. Don't leave doubt or misconceptions in the minds of your audiences, only because you were too lazy or lacked the vocabulary to describe what you are really trying to say.

"Leading" and "leaders" are dangerous words. Of Earth's 7 billion inhabitants and countless enterprises, are you sure you are the leader in or the leading...whatever? Unless your statement can be immediately backed up with undeniable data/worldwide acknowledgement, or placed in context, you can't make this claim. To most audiences, words like leading and leader fall flat. Why waste the space using them? Few believe it anyway. It may be better to be truthful and honest with your markets by explaining why your products and services are valuable and worth consuming at a fair price.

After the Age of Aquarius in the late 1960s and a generation of peace and love matured and gave birth to Gen X, something strange happened. The legal profession became woven into the fabric of our daily lives and, now, almost every action we take has to be "accountable" to somebody or thing. Unless you really mean it and can carry a threat of accountability through to a conclusion, why bother? Attack ads (proven to be very successful) often infer someone is to be held accountable. It is a term that you hear often in the news or from the mouths of politicians, victims of crime, and talking heads in the media. If used in a marketing tactic or strategy, make sure the threat can be delivered and be prepared to manage a huge cost in time, resources, and reputation.

And then we have the "slippery slope." Once again, be clear in your speech and writing. If your inner urges want you to write or say slippery slope, please stop and think what you can say to drive your point home to a receptive audience who really wants to hear what you have to say or write.

Audiences in Canada are generally comprised of four generations and all kinds of ethnic groups interacting to define our form of democracy that shapes our markets. The way marketers speak and write does not have to be careless.

Think before you write and think before you speak. It makes a difference.

Grant Lee, FCInst.M, RPM, is the Executive Director for the Canadian Institute of Marketing. If you have any questions you can reach him by e-mail at grant.lee@professionalmarketer.ca.