Buzzwords abound in our language. I sometimes liken them to buzz saws with their annoying noise. Words and phrases that used to be specialized jargon restricted to particular fields of study, like science or medicine, are now showing up in all manner of speech, especially politics and business. Such words grate on my ears. We hear them too often and usually they are meaningless. The Urban Dictionary defines a buzzword as “a seemingly intelligent word dumb people use to sound smart.” Hear! Hear!

One of my pet peeves, beloved by politicians, is “going forward.” Why not just say “in the future?” Are those people “going forward,” by walking, driving, or riding a hobby horse? Anyone who wants my vote won’t assault my ears with “going forward.”

Another irritant is “sit down.” People used to meet, often sitting around a conference table, in order to work out a problem, whether in labour negotiations, or community plans or any number of other events. Now the buzz is “we’ve got to sit down.”  No mention of what they’ll do once they plant themselves in a chair. Maybe they’ll just have a beer.

Yet, despite my objection to the whole genre, I went to a writers workshop where buzzwords were presented as a good thing. In this case, the words didn’t meet the Urban Dictionary’s definition, rather they were a kind of shorthand for writers and readers.

Words like “sweet,” “family saga,” “trust,” “vulnerable,” “danger,” “small town,” “rugged,” “glitzy,” send clues to prospective readers of what to expect in a romance novel. These clues are vital for successful marketing. Whether an author likes to apply them to her own work or not, she needs to understand them and what they mean for reader expectations. Anyone who has tried to sell an edgy, sexy romance under the guise of “sweet” will be skewered by readers. They feel not only disappointed, but misled.

On the flip side, writers can use those code words to their advantage, by working them into the blurb for the book. For some readers “small town” is an automatic buy, as is “ranch” or “cowboy.” An amazon.com search turned up over 50,000 books that used the word cowboy in the title!

Writers can also benefit from studying the buzzwords of the romance genre before they write the story.  By picking a few that apply to her novel, she can ensure she highlights the themes that resonate with readers, as she is writing.

Of course, there are authors whose work doesn’t fall cleanly into any one category . They have to work harder to attract their readers but attributes like beauty, trust, courage and transformation work across all genre boundaries, so even for the outliers, buzzwords can help in the writing and marketing of a book.

In my book The Man for Her, the blurb includes the words beauty, kindness, proud, strength, determination, temptation and love, all code words that readers look for. 

When I’m buying a book I look for time and place words, like WWI France, or North American frontier. Then I look for words to give me the mood and style of story. I like sweet, family, bravery, resolve, choice, and true love.

What about you, dear reader? What words on the blurb make you look inside the book?

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