Chris Dyson

My Long list of scaffolding words for Weak Positioning THE “PLEASE TRUST ME” WORDS (Used when they have next to no credibility) • Proven system • Time-tested method • Industry-leading • Best-in-class • Cutting-edge • State-of-the-art • Game-changing • Revolutionary • Breakthrough • Next-level • World-class • Award-winning Translation: I don’t know what I’m doing, so I’ll pretend someone stamped me with authority THE “I DON’T KNOW THE PROBLEM” WORDS (Used when they don’t understand pain) • Unlock your full potential • Become unstoppable • Get to the next level • Achieve limitless growth • Step into your greatness • Transform your life • Scale with ease • Elevate your success • Step into alignment • Expand your capacity Translation: I’m scared to get specific because I don’t know where the pain lives THE “I’M HIDING A SALES PITCH” WORDS (Used when they want to pitch but won't admit it) • Breakthrough session • Value call • Clarity call • Discovery session • Strategy session • Expansion session • Synergy call Translation: Please get on a call so I can pitch you, I swear it’ll be painless. THE “CORPORATE BROCHURE” WORDS (Used when someone has zero tone or personality) • Innovative • Dynamic • Robust • Seamless • Holistic • Comprehensive • Integrated • Multifaceted • Full-service • Cutting-edge • Multi-disciplinary • Tailored solutions Translation: I talk like an annual report because I don’t know how humans speak. THE “LOOK I CAN WRITE BUZZWORDS” WORDS (The AI-output sounding stuff) • Optimize • Maximize • Strategize • Amplify • Synergize Translation: I’m hoping verbs will make you forget I haven’t said anything meaningful. Weak positioning = weak language. Weak language = fear of addressing real pain. Fear of addressing real pain = zero sales ability. Do better.