I know, it’s hard to write good copy. You know what your product is about, you understand the ins and outs of it all, but can you actually put the right words down on paper? Remember that your readers are real people. They are not going to respond to cheesy sales talk – this will turn them off.
Overtime, content has evolved and is now one of the more popular marketing tools out there. However, with lots of content, comes a stream of overused and annoying words and phrases.
Here are some of the top words that frankly, in my opinion, should be banished.
1) The very best
- State-of-the-art
- Best-in-class
- First-rate
Unless you have solid proof then stay far away from them as they mean nothing to your readers and cheapen your brand. I understand that your product is your baby and to you, it is the best, but sadly your customers don’t care. Look at it from another angle – no business is ever going to claim that what they are offering is rubbish, so claiming that you are “first-rate” just devalues your brand.
2) The visionary
- Revolutionary
- Innovative
- Next generation
Really? Are you? Ok, if you talk about Steve Jobs and Apple – yes! But most of us are not Steve Jobs, so stop trying to amplify your product. Remove all that fluff from your content and tell people what you actually do and how you can help them. It’s that simple!
3) The vain
- The best
- Amazing
- Superior
Again – really? Using words like this to describe your company or product generally don’t get you anywhere. If your product is indeed superior and the best – show us, don’t tell us! Use vanity with caution as it can really disrupt your credibility, and like I’ve already said…no one really believes or cares that you say you are amazing. Actions speak much louder than words.
The main takeaway for this is that content is a lot more than just a few words that explain your product. You need to inspire people and spark an emotional reaction from them with your words, graphics or videos. Be real and be honest, and stop using all that fluffy sales talk. We are all human, so remember to write words that you, yourself would want to read.
Need help creating compelling words? Need help with your content? Drop a message to hello@mutant.com.sg
