What do I mean by “flabby words’”? I mean words that mean little, or can mean whatever a person chooses them to mean.

Consider phrases such as “right-sizing” for firing hundreds of people. Isn’t it more honest to say you are laying people off from their jobs? Think of the term European countries use for collecting additional taxes: “value-added.” Where is the value added to the people who must pay more for the same goods?

These terms attempt to put a positive spin on a negative action.

A politician says, “I intend to revisit that issue.” What exactly does that mean? He’ll review it? He’ll incorporate our suggestions? This is ambiguous at best.

Today many strong words are being replaced with pretentious phrases in attempt to make the speaker sound profound. So we hear “utilize” for “use,’ “impactful” for “effect”; three syllables where two would state the meaning more clearly.

The meaning gauge reads “empty.”

If you want your words to be effective, to build trust, and to be listened to, use words honestly. Be willing say what you mean and to stand behind your words. Here are three ways to make your words mean more.

1. Make your point as simply and clearly as possible.
To speak clearly, take the time to think your points through. It takes hard thinking to get clear, but when you know what you want to convey, the words come more easily.

2. Avoid empty words and phrases.
Make a collection of all the “with it” words you hear. Words like “monetize” and phrases like “parameters of concern.” Then avoid them.

Lois Beckwith writes in The Dictionary of Corporate B—S—, “It was recently estimated that as many as four out of every five employees use buzzwords to keep up with their colleagues, without “having a clue” as to what these words mean.”

Know what the words you use mean.

3. Use fewer words, but make those words stronger.
Winston Churchill was a master of words. In a few sentences, he managed to taunt Germany while inspiring the English,

“If the lull is to end, if the storm is to renew itself, London will be ready,
London will not flinch-You do your worst, and we will do our best.”

Kennedy said of Churchill, “He mobilized the English language and sent it into battle.” Notice he did it with simple words.

If you have nothing to say, use the flabby words of jargon and buzzwords.
If you have something important to say, say it plainly. Your listeners will thank you for it.