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The vendor booth at RSA 2019 in San Francisco is where I stopped writing 'cutting edge' on everything
I was standing in the Moscone Center at RSA 2019, and this guy from a small endpoint company asked me what made our product different. I gave him the usual pitch, and he just nodded and said every single booth on that floor says the same three things. I walked the hall after that and counted. Fourteen companies in a row used 'cutting edge' on their banner. Nine used 'next generation.' Our own booth had both. That night I rewrote our whole site copy in my hotel room, cut the buzzwords down to plain stuff like 'stops ransomware before it runs.' Response rate on our demo form went from about 2 percent to almost 7 percent over the next quarter. Funniest part is the buzzwords never worked on the people who actually buy. Has anyone else done a buzzword count at a big conference and been shocked by the number?
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