Say what?
Don't use these annoying words, phrases
to describe yourself, your accomplishments
Plenty of people use tired cliches, overblown superlatives and breathless adjectives to describe themselves in social media profiles and marketing materials. Plenty of people write things about themselves they may not have have the nerve to utter. But some go ahead and say them anyway.
The following are terms that, when other people use them to describe you, can be awesome, but you should never use them to describe yourself:
Maybe you're data driven. (Wow, you try to objectively think through decisions?) Or maybe you're customer driven. (Wow, you try to please the people who pay you?) No matter what the form, driven is like “motivated.” Or “inspired.” It's filler.
Google Chris Rock's response to people who say they take care of their kids. Then substitute a word like motivated. Never take credit for things you are supposed to do — or supposed to be.
Say you have “extensive experience in web design.” Fine, but how long you've been in business indicates nothing; you could still be the worst programmer in the world.
What matters more is what you've done: how many sites you've created, how many back-end systems you've installed, how many customer-specific applications (and what kind) you've developed, etc. Don't say how long you've been doing it. Say what you've done. We'll figure the rest out on our own.
Like Margaret Thatcher said, “Power is like being a lady; if you have to say you are, you aren't.” Show your expertise instead.
“Presented at SXSW” or “took a company from startup to IPO” indicates a level of authority. Unless you can prove it, “social media marketing authority” might simply mean you spend way too much time worrying about your Klout score.
Really? You focus on doing what you are paid to do?
“Responsible” cuts two ways. You can be responsible (but, one hopes, isn't everyone?) or you can be responsible for (which is just a boring way of saying that you did something). If you're in social media marketing, don't say you're “responsible for social campaigns”; say you grew conversions by 30 percent using social channels.
The majority of businesses can sell goods or services worldwide; the ones that can't are fairly obvious. Only use “global provider” if that capability is not assumed or obvious; otherwise, you just sound like a small company trying to appear big.
We all have a track record. It may be good, it may be bad, but we all have one. Share a few facts and figures instead.
Describe on-time performance rates, or waste percentages or under-budget statistics.
People who try to be clever for the sake of being clever are anything but. Don't be a self-proclaimed “ninja,” “sage,” “connoisseur,” “guerrilla,” “wonk,” “egghead,” etc.
It's awesome when your customers affectionately describe you that way. But refer to yourself that way, and it's obvious you're trying way too hard to impress other people — or, just as likely, yourself.
Museums have curators. Libraries have curators. Tweeting links to stuff you find interesting doesn't make you a “curator” or an “authority” or a “guru.”
I know many people disagree, but if you say you're incredibly passionate about, oh, incorporating elegant design aesthetics into everyday objects, then to me you sound over the top.
A few people start multiple successful long-term businesses. They are serial entrepreneurs. The rest of us start one business that fails or does OK. We try something else, try something else and keep on rinsing and repeating until we find a formula that works.
Those people are entrepreneurs. And that is enough.
I sometimes help manufacturing plants improve productivity and quality. There are strategies I use to identify areas for improvement, but I'm in no way a strategist. Strategists look at the present, envision something new, and develop approaches to make their vision a reality.
Very few people are strategists. Most “strategists” are actually coaches, specialists, or consultants who use what they know to help others.
You won't just decide what's right for me and force me to buy it? Wow. If your process is designed to take my input and feedback, tell me how that works.
Describe the process. Don't claim we'll work together — describe how we'll work together.
Most companies claim to be innovative. Many people claim to be innovative. Most are, however, not innovative. And that's OK, because innovation isn't a requirement for success. (You don't have to be new — you just have to be better.)
And if you are innovative, don't say it. Prove it. Describe the products you've developed. Describe the processes you've transformed.
Usain Bolt: world-class sprinter with the Olympic medals to prove it. Serena Williams: world-class tennis player. But what is a world-class professional or company?
Who defines "world-class"? In your case, it's probably just you.
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