Overused Marketing Words and Some Worthy Replacements

Last week I received an email with the following subject line:

Great Discount on LittleTikes.com | Great Deal on Mineral Make-Up & Skin Care.

Did you catch the issue? Here it is again with the issue highlighted:

Great Discount on LittleTikes.com | Great Deal on Mineral Make-Up & Skin Care

We marketers often find ourselves in what you could call a ‘language rut’. It feels as though we have so many words at our disposal, but when it comes to writing we often resort to a select few as illustrated in the subject line above. Below is a list I’ve compiled of a few overly used marketing words along with ideas of new words to add to your repertoire.

  • Great – Instead of defaulting to great try words such as: exceptional, tremendous, marvelous, outstanding, super, or brilliant
  • Unique – Using the word unique almost reads as though you are anything but unique. Consider words like: rare, exclusive, incomparable, distinctive, or essential
  • Creative – Go beyond being creative and describe what makes you creative by using words such as: inspired, clever, ingenious, cunning, shrewd, or inventive
  • Leading – Everyone says they are the leading blah, blah, blah. Choose words that portray more authentic leadership such as: spearhead, motivating, trailblazer, or driving
  • Innovative – This is a hard word for readers to quantify. It sounds good, but is hard to define. Consider words or terms such as: breaking new ground, visionary, unconventional, or radical
  • Awesome – Along the same lines as great, but awesome sort of suggests an unexperienced marketer is writing your copy. Try one of these instead: impressive, remarkable, astounding, or resplendent (if you work resplendent into your marketing copy, 10 points for you!)
  • Best – You may think you are the best, but using the word ‘best’ doesn’t imply your sentiment. Give one of these a go instead: preeminent, ace, unrivaled, optimum, or surpassing

What do you think? What words do you default to in your marketing? What words drive you bonkers when you see them over and over and over and over?

About Audrey Howes

Audrey has been an active member of the Swiftpage team since September 2009. Audrey manages Social Media and special projects with her marketing know-how and design expertise. When she’s not working you are likely to find her enjoying time with her family in the mountains near Steamboat, going for a run, reading a good book, being goofy with her kids, or savoring a latte in a local coffee shop.

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