When we're not confident about our writing, Patricia O'Conner tells us, we tend to use "authoritative-sounding twaddle: inflated words, jargon, the phrase of the moment." O'Conner is the author of the excellent book "Words Fail Me - What Everyone Who Writes Should Know About Writing."
Pretentious writing won't sell. The proper way to sound authoritative is to know your subject matter, and write about it clearly. O'Conner urges us to use common, ordinary words.
If O'Conner were writing about the software development industry, I think her advice would be:
You're trying to sell software. Don't let bad writing get in the way.
That's good software marketing advice!