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Maybe you’ve seen this word somewhere and wondered what a “buzzword” actually is. As a copywriter and translator who works on English marketing texts, I see these words all the time. As part of my series of business English tips, I want to share my thoughts on buzzwords, and why you should avoid them.

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What is a ‘buzzword’?

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A buzzword is a word or phrase – often jargon – that’s trendy at a particular time or in a certain context. It sounds important, clever, or professional, but rarely adds real meaning.

I was thinking about this earlier today when I read a blog post where the author had written:

“Let me nutshell that for you.”

AAARRRRGHHHHHHHHHH.

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Why buzzwords make your English writing worse

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“Let me nutshell that for you” is doubly complicated because it’s based on the idiom “to put it in a nutshell.” If English isn’t your native language, you might not know that expression.

“To put it in a nutshell” means to explain something briefly – short enough to fit inside a nutshell.

Another English expression is “Buzzword Bingo” (or “BS Bingo” if you’re being less polite). If we played a round, “let me nutshell that for you” would definitely win a prize. Instead of this buzzword, I’d say:

“To put it simply, …”

It’s easier for everyone to understand – and no one will close the tab in confusion (or anger!)

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Common business English buzzwords (and better alternatives)

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If you want readers to keep reading (and not roll their eyes), avoid empty buzzwords like “blue sky thinking,” “helicopter thinking,” or “mission critical.” This is especially important when you’re writing for an international audience.

Buzzword	Better Alternative
Blue Sky Thinking	A creative brainstorming session
Let me give you a ballpark	Here’s a rough estimate of costs
It’s a real paradigm shift*	A fundamental change in how business is done
What are your pain points?**	What improvements would you like to make?

* This isn’t all that bad, if it’s used appropriately. There aren’t actually many situations where you could really say it’s a ‘paradigm shift’. 

** The concept of pain points isn’t bad, but it sounds like internal marketing jargon that lots of your customers won’t understand. A better option is ‘What improvements would you like to make?’ It also has the advantage of being more friendly, and positive instead of negative.

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Why clear writing is important in international marketing

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When you’re writing for an international audience – whether it’s a website, brochure, or social media post – your English needs to be clear, authentic, and easy to understand.

As a German-to-English translator, I often see texts packed with buzzwords. In the process, the real message gets lost – along with your readers’ trust.

Clarity always wins: a simple, honest sentence is more persuasive than any trendy phrase.

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Practical business English tips for clarity

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Buzzwords are like fast food. You eat them quickly, but they aren’t very nutritious. 

My tip as a copywriter for English content:Write like you speak to a client over coffee. If you wouldn’t say it out loud, don’t write it. Would you say ‘blue sky thinking’ out loud? No, then use a different, clearer word.

That way, your reader immediately understands your meaning, whether they speak English as their native language, or as a foreign language.

I help companies in the DACH region craft English texts that sound professional, authentic, and persuasive – without a hint of buzzword bingo.

Need help with your next campaign, website, or translation? Get in touch – I’d love to hear from you

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