Connecting with your audiences through language is key. It can inspire them to take desired actions, open emails or even make a purchase. Words have the ability to motivate but can also work as red flags for things to avoid. Therefore, we’ve compiled a list of marketing words you should BAN or avoid and one’s you should be using instead!
Remember, just because a word works for a certain campaign does not mean it will work for another. Always test and measure your words to narrow down which ones resonate with your audience.
Even used in a positive frame ‘low price’ or ‘awesome cost’ – these words still heavily imply losing something. In this case, money.
Focus on the value they’re receiving in their purchase – not what they’re losing!
Unless your product or service is truly unique to the market (in this case, tell your audience how it is) don’t use unique. Everyone is ‘unique’, so really, it makes you generic.
Putting an air of exclusivity around your product or service is likely to increase curiosity and drive interest to prospective customers.
You don’t get a medal for giving friendly service – that should be a given! Customers will assume all businesses are friendly, use another term that makes your service different than others.
Offer personalised/tailored service! Don’t categorise a customer’s problem and solve it with a generic solution. Tailor your service to directly solve their problem.
If I’m a customer looking for someone to solve my problem, I can assume all businesses are experts in their industry. Even if they weren’t, businesses could easily fib and say they’re ‘experts’.
Much like your service, customers want to know you will listen to their problem and not assume it’s a generic issue. Show your customers you’re there to serve them, listen to their problem and provide a personalised solution.
Of course you think your business is the best, it’s yours! While this could be true, all your competitors are saying it too.
So you want to show your business is the best? That’s great! Let’s show them the results you’ve given satisfied customers. Results can’t be falsified or wrong when they’re coming from previous customers.
This goes for all ‘rush based’ buzz words like, NOW, or MOVE FAST. Customers don’t always like being told what to do – your product/service should be that appealing that you only need to offer them it, create scarcity and they will buy.
While this is still telling customers what to do – it isn’t a ‘rush based’ buzz word. It’s offering your product or service and advising customers. Take connotes the product/service may not be around for much longer. Advantage implies your product or service will affect their lives positively.
As opposed to being…deceitful? Implying that your business’ service is honest, is a waste of time. Being honest should be a no-brainer with your service.
Customers like a straight-forward, no beating-around-the-bush approach. They’ll give you their problem, you’ll give them a personalised solution – straight up.
I don’t know about you, but if a business uses the world obviously – it makes me feel stupid for not knowing something I’m apparently already meant to know?
Sometimes, things are better left unsaid altogether. Assume your customer knows nothing about your product or service – so ‘obviously’ won’t need to be used.
Don’t devalue or cheapen your product or service, this word turns more people away than it does bring them in.
Your service is worth it, the price is reasonable and your customers will see that it’s valuable!
This is tricky territory, unless your product is actually ‘a miracle’ don’t oversell it.
If you really want to brag about your product/service – make it about the social proof you have from others that have bought your product/service.
This one seems positive right? Wrong! It’s still associating your brand with the word ‘hassle’.
Go with the easy route on this one!
It’s an irritating, impossible cliche, no one can actually give you 110%.
You should be giving 100% to all of your customers.
You want to instill confidence and encouragement in your client. Using the word ‘try’ sounds like you will make an attempt, but there’s no guaranteed outcome!
You will solve their problem and find a solution. It’s not about making false promises, it’s about ensuring your client your business has the goods and will deliver!
Too much of you in your marketing copy won’t win over customers – it’s about them!
Focus on their pain points, shift your focus to be entirely on them. Win your customers over by showcasing the value in your product/service.
Always keep your language focused on your audience and easy to read. Attempting to or using words to appear smart or educated can turn customers off. Fun fact, majority of news stations make their news copy a fifth-grade reading level – that’s right!