Gobbledygook, good or bad

When it comes to publicity and marketing products to your buyers i agree 100% with the author when he says marketers are using words such as industry standard or cutting-edge because they don't know who they are selling to, they don't know their consumers or know how their product can actually help the consumers. Sure they know that if you use over used phrases and fancy words like "scalable","cutting-edge", or "groundbreaking" that the consumer may seem more interested at first and it could catch their attention but eventually consumers will catch on after sitting in front of a television set as most americans do now days. If you think about it, you sit down and watch television for maybe  hours one day. Within the two hours you may see 20 or 30 min of commercials and over half of them are using the same language as used above. As a consumer would you really want a product that is described as "cutting-edge" when you saw many other products labeled the same? Or would you want that one or two products who's marketing strategy give you an in depth example of how the product works or what they can do for you, sure others may be the "first of its kind" or "groundbreaking" but seeing a company that truly wants you to know how to use the product or what the product is about is something that is rare now a days.

I couldn't agree more when the author says that "Your marketing and PR is meant to be the beginning of a relationship with your buyers(and Journalists). Nothing makes you question buying a product more than not knowing the intentions of a company or even if they don't know what YOU need can lead to distrust and not using/purchasing their product or service. When you are thinking of your buyers first in your product description/ marketing strategy, your customers will unconsciously know because it somehow resonates to them and what they really want to know. On the other hand when you try to market your product first you end up using phrases like used in the first paragraph such as: cutting-edge or industry standard and without knowing it the consumers notice this and may have a negative first impression and possibly not use or buy your product/service. I'm sure if the PR people from Disney wanted to just boast about their amazing entertainment that they can provide, they easily could have. They have debatably the most entertaining service in the nation and it is because they don't care about bragging about their service, they want to let the consumer know that what they have to offer is perfect for them and what the amazing service can do for them. This is why I personally think Disney is one of the greatest in the entertainment business, they put the customer before the product in everything they do.