You'll never distinguish yourself or grab real interest by writing and talking recognizably like everyone else. An expression becomes a fad because it's clever, powerful, or interesting—the first time you hear it! OK, maybe the first several times. But if it's a habit committed several times a day, you'll seem ordinary and dull, a follower, not a leader or original thinker. Resolve to avoid these.

What things? One example. When I first went to England on business, I heard someone say, "at the end of the day…(something)" meaning when the project, process, or task is finished. I liked it. It's a nice metaphor. But I soon found every bloke and bird on the island used it. Some said it all the time, and, blimey, I got sick of it. Then I met a woman who said—just once in my hearing—"when the last batsman's out…" That's cricket for when the match is over. Pretty clever. She stood out in the crowd, and I couldn't help rating her higher than others. It turned out all her communications were a rung above her peers. Or should I say she bowled more wickets? (That one won't catch on, will it? At least not in America.)

Others? I'd love to know yours. These may get you started:

"on a…basis" is a prepositional phrase that shoves out a much better adverb or adverbial form. Adverbs are good. They're active, positive, punchy. To see that, compare these for strength: "on a daily basis" vs. "daily," "every day," "once a day," or "every single day!" "On a one-time basis" vs. "one time" or "just once." "On a permanent basis" vs. "forever," "without end," "until we change it," or "'til the Cowboys come home." (Sorry, Dallas fans.) The worst I've heard was a US Senator saying he'd do something "on a going forward basis." Ugh!

"in terms of…" is from mathematics. Remember algebra problems? "Express y in terms of x." It's fine if you mean it that way: "This chart shows revenue growth in terms of new accounts; this one in terms of order size" or "…to express that in historical terms…" More often, it's just a filler, vaguely referencing a relationship. Some people say it several times a minute, and most of them make little sense. One boss said to me, "I'm concerned about our progress in terms of urgency." I heard a marketing consultant say, "If we can keep more customers in terms of retention, we'll have better revenue in terms of dollars on a continuing basis." Good thing my mouth was empty. Listeners won't reward you for filling their time with meaningless words.

The less common ones you made up or borrowed can be attractive if used sparingly. I had a pastor who referred to Christians as "Christ followers." It's a literal translation, I guess, and it sounded good—the first thirty times. When we decided he'd sworn never again to call us Christians, disciples, or the Body, it started to distract. "There, he said it again (hee hee). What point did he make? Oops, missed that one." Asparagus is great once in a while, but who wants it every meal?

The English lady's technique works well. She noticed the language fads in her world and found alternatives. It's far better to start language fads than to follow them. Listen for and tell me about the ones in your world, and find other ways to say them.

                                     © Copyright 2021 by Robert D. Smith