12 words you must never, ever, ever, ever use in marketing copy
Ian Lurie Jun 2 2010
Here are words and phrases you should avoid, no matter what, when you’re writing marketing copy: Wishy-washy buzz kills that’ll destroy the best call to action. All of these words, and others like them, exist to let us be noncommittal.
Marketing is not a place to be noncommittal! So avoid these words:
fairly (as in ‘fairly decent’)
pretty (as in ‘pretty much’)
And, as a bonus, my most hated: “like”
Because, like, when you start saying like stuff about things and using ‘like’, you start to sound sort of, I dunno, unsure. Insincere. Like, you’re hiding something, even. It’s rampant in our spoken language. Please, let’s wipe out this horrific plague before it spreads to the written word.
Shortest post of the year…
Related or not, here I come
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More