A buzzphrase that needs to die: ‘Human-to-human communication’

Just when you thought jargon couldn’t get any worse, this new phrase in corporate communication takes the cake.

Here is a new phrase that makes me want to start drinking at The Billy Goat before breakfast:

Human-to-human communication.

Some marketers say this phrase came about because companies are spending too much time talking to their customers online. This definition is supposed to inspire us to get back to the basics—of talking, of listening, of telling real “human” stories.

Oh, please.

Here are five reasons this new phrase is a nightmare for you and your business:

1. When you say “human-to-human communication,” I instantly assume the other option would be talking to an alien. “Klaatu barada nikto.”

2. If you’re tweeting or posting on behalf of your business and you use the phrase, “human-to-human communication,” you don’t sound at all human. Why? Because humans call it talking.

3. “Human-to-human” sounds like a bizarre translation on a menu at a Chinese restaurant in Idaho.

4. H2H doesn’t have the charm of B2B or B2C. At least human-to-octopus would give you H2O.

5. When you Google “human to human,” the first auto-fill option is “human to human rabies.” Yikes! That should end this conversation right away.


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