Can the drone industry please stop using buzzwords?

I have been in the drone business for over 10 years and have heard enough buzz to fill a small novel. “Disrupt,” “revolutionize,” “game-changing,” “cutting-edge,” “innovative,” “paradigm-shifting”—these words seem to be as ubiquitous in the drone industry as drones themselves.

With the advent of AI, the problem has only gotten worse. I’m getting pitches about companies using “composite agent architecture, generative AI, and AI at the edge to enable true autonomous drone operations.” I had PR professionals gloss over how their clients are “using AI to manage complex drone operations and ensure mission success in dynamic environments.”

Problem? I have no idea what they actually do and why it’s useful. I’m guessing you, dear reader, don’t either.

1. Buzzwords suggest that your product is not that interesting

If you need a buzzword to explain what you do, it’s probably not worth explaining. Let me illustrate just this. I asked ChatGPT to describe my work in as many buzzwords as possible. The only information I offered? That I was “a blogger who writes and reviews drones.

Here’s what ChatGPT spit out:

As “The Drone Girl”, you are an influential content creator in the rapidly evolving UAV (unmanned aerial vehicle) ecosystem, providing cutting-edge insights and in-depth analysis of drone technology. You deliver highly impactful data-driven reviews, increase user engagement with immersive multimedia content, all while leveraging the latest innovations in aviation. Your platform works with emerging trends such as AI-driven flight automation, drone swarms and regulatory compliance, establishing you as a thought leader and trusted voice in the drone enthusiast community. You will equip both recreational and professional drone users with usable intelligence and support dynamic conversation for the future in the drone space.

It’s terrible.

If I told you what I actually do, it would be much more interesting than what ChatGPT wrote in the form of buzzwords. (Hey, at least I think my life is interesting).

I might interest you with my three attempts to see the drone show at Disneyland Paris. I’d share what it’s like to fly drones around the Arctic Circle (and cross from melting sea ice to arctic tundra on a fat bike). You’d learn about the hundreds of interesting people I’ve worked with, like Preston Ward (head pilot of the drone light show at Sky Elements) and America’s Got Talent finalist or FPV star Lexie Janson.

My numerous accolades—including being inducted into the Women and Drones Hall of Fame and Fortune magazine’s “Top 4 Women Shaping the Drone Industry”—will tell you better than I use the word “thought leader” that I’m a thought leader.

You get the point. Tell me what you actually do instead of masking it with buzzwords.

2. Buzzwords suggest you don’t know what you’re talking about

Maybe your product is actually interesting. Unfortunately, buzzwords suggest that even you can’t explain what you actually do all day or why your product is worth it. If you can’t articulate your work in understandable language, how can you expect anyone else to understand it?

Maybe your product is interesting. Your statements have done you a disservice in obfuscating the story.

I’ve run masterclasses on how to better describe your product or service, including at DJI AirWorks, one of the best professional drone conferences in the world. One workshop that took place virtually for the 2020 New York Drone Film Festival is still live online. Access this version of the webinar on how to pitch your product here.

3. Buzzwords contribute to public misunderstanding

Perhaps the worst of all? Buzzwords create confusion and—potentially worse—mistrust. The drone industry has long struggled with negative public opinion, mostly because people just don’t get it. They see a camera and assume it’s spying on them, purely because they don’t actually know what the drone is doing or what data the camera is collecting. A lack of transparency around your drone project only contributes to such misunderstanding – and negative public opinion.

So ditch the buzzwords and start talking for real. Explain your work in a way that everyone can understand. Be clear about the benefits and risks. And stop pretending that every drone project is the next big thing.

To really make an impact, focus on solving real problems (big or small!). Show the tangible benefits of drone technology. Be transparent about our operations, data collection practices and ethical considerations. And above all, build public trust.

Looking for some hands-on help getting your drone business to print? Do you need 1:1 support in your marketing campaign? Make an appointment with me at Intra. We’ll refine your marketing language and help you tell a version of your story that’s actually interesting—not just a jumble of buzzwords.

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