“The consumer is not a moron; she is your wife.” David Ogilvy
Marketing copy is not something just any writer can manage. Words that you may use in other venues may not be wise to use when you are trying to attract consumers and sell them your products or services.
In today’s post, I am going to share various words that you may want to erase from your marketing copy. I will also help you by providing substitutes to put in place.
I do suggest you take notes or even print this post out to keep with you when you or your in-house or contracted marketing copywriter is developing a marketing promotion.
Many of these come from years of trial and error with my marketing, as well as other “guru” marketers.
“Stop interrupting what people are interested in and be what people are interested in.” Craig Davis
Words To Not Use In Marketing #1: Nice, Good Or Helpful
Sure, they are all pretty words but…
They mean nothing to a consumer. “Oh honey, it says it is nice, let’s go buy it.” “But the billboard states it is good.” “Wow, it says it is helpful 15 times here, it must help.”
Do any of those words put you into a buying mindset?
Instead of using these adjectives, paint a picture why it is nice, good or helpful. Ask yourself, what makes it so, and use that description for your marketing.
Words To Not Use In Marketing #2: Unique
This word is so overused that it probably makes consumers feel like vomiting.
We get it already… Every brand is unique in one way or another. Don’t tell the consumer you are unique; like #1, show them why you are unique. Paint the picture and just leave the word unique out. The reader will be able to see the uniqueness on their own.
Words To Not Use In Marketing #3: Filler Words Such As Very And That
“So avoid using the word ‘very’ because it’s lazy. A man is not very tired, he is exhausted. Don’t use very sad, use morose. Language was invented for one reason, boys – to woo women – and, in that endeavor, laziness will not do.” N.H. Kleinbaum, Dead Poets Society
When writing marketing copy, you want it clean, clear and quick. Some filler words are unnecessary. Just go through your copy and delete those very’s and rework the that’s. It is amazing how you can shorten it and your marketing copy will come out more professional.
Words To Not Use In Marketing #4: Innovative
Consumers should be able to see if you, your brand and your product is innovative. When you use the word, it is easy to cause skepticism in the mind of the potential customers.
I suggest just staying clear of using this word and let the readers decide on their own.
Words To Not Use In Marketing #5: We Understand
Confession time… Yes, I have used it and I understand why you want to use it (whoops, did I just use it again?)
It will be tough, but it is a good idea to try and delete this statement from your marketing copy.
It is used over and over by so many marketers that consumers just gloss by it knowing it is B.S. They think, “You really do not understand because you are not in my shoes.”
Words To Not Use In Marketing #6: Epic
Epic was a marketing word that WAS epic 2 years ago, but not anymore.
Drop the epic and find some new words, because you sound like the old hippie that is still using groovy man.
I always suggest you consider your target market and talk to them as if you are one of them. If your target market is old hippies, you just may want to offer some groovy advice, but in most cases, I doubt that is your market.
I hope this helps you in your marketing quest. If you have any questions or feedback, feel free to post all below.
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Thank you for stopping in…