Marketing writers at times, and I include myself, choose words that are overused and overdone. Sales prospects react negatively to these words, which we can classify as marketing hype. Let’s eliminate the following words from our marketing vocabulary, and our messaging will have greater credibility:
advanced
award-winning
best-in-class
built-for-purpose
cutting-edge
disruptive
elite
exclusive
extensive
extraordinary
fit-for-purpose
flexible
game-changing
groundbreaking
highly skilled
innovation
innovative
leading
leading-edge
leading provider
never before
next-generation
one-of-a-kind
performance-driven
powerful
proactive
purpose-built
raise the bar
revolutionary
state-of-the-art
tools and techniques
top down
unique
value-added
viability
win-win
world-class.
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