Creating a buzz about your company is a good thing but using buzz words in your marketing copy is not. Buzz words are those words everyone else is using: crispy to describe potato chips; state-of-the-art to describe technology; quality to describe any product. Yes, you can still use these words, but if you do, back them up with proof. Better yet, come up with a new way to describe the same thing: noisy potato chips; out-in-front technology; or the valedictorian product of its class. Old buzz becomes a drone.
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