Words to avoid at ALL costs.

Sometimes it's just the right word.

Depends on the audience and the situation and the voice you're writing in and a variety of other factors.

Some will tell you it's a weasel word (it is very weak, descriptively speaking, but so are some of her suggestions). I'll tell you sometimes the word "****" is the perfect word and there are those who disagree with me.

Just make every word carry its weight. If it's there to do very little, it shouldn't be there.

Easiest way to do that? Minimize the use of adjectives. Descriptive verbs will coax your audience into compliance.

Adjectives and adverbs of any kind will keep you poor. If you must, use them infrequently.

I figure you gotta be veeeery careful with that whole bannin' deal.

Personally, I blame Mark Twain an' those Strunk & White bozos.

Between 'em, they stripped the frickin' dictionary clean in half.

Seems you can't use adjectives, adverbs, whole bunchesa words — all because they are evil an' will perish your readers' brains.

Stoopid thing is, somea the best stuff we got is fulla all the evil.

Like Satan said — "when you deploy evil strategically an' sensibly, it is almost as good as holiness."

(Or mebbe that was Buddha — I will go check my atlas.)

Like Angie says, long as each word does the biz, who cares a pukin' baboon?

Hi, those list of words, do you mean to recommend to use or not to use? Sorry I think I may have missed out something here..

There are number of things we need to look at when selection the right combination of words. The rule of thumb is: words that sound to your readers like "being sold out to" or being "manipulative" should be avoided at all cost.

I wish there was only one, lol. I talked to some of my colleagues. You write and you simply fail to notice. Yet, some words or expressions get inside your fingers. It's like an addiction. I remember how difficult for me it was to reduce the overuse of "on the one/other side," "in addition," "additionally," and the list goes on and on. Also when I hear/learn a new catchy word I have to use it, very often with not too much consideration for the context. What can I say, the wonders of fluffiness, lol. Thanks for sharing. Nice. Cheers!

Interesting, it's hard to avoid that one. While I would probably be hard pressed to steer clear of specific words all together, I'd probably take the path of being aware of overused words and focusing on steering away from these or replacing with more effective words. It is certainly food for thought.

wordsandthebees,

words from gurus

Here are some commonly used words that lack force because their
meaning is too ethereal:

“It” – State what “it” is rather than leave “it” for the reader
to figure out. This word can often be replaced by what ‘it’
represents or stands in place of.

“Quality” – This has a similar meaning to “personality”. We often
hear people say that someone has personality. But everyone has a
personality whether good or bad. The same holds for quality.
Every product or service has some quality which the customer will
be the ultimate judge of.

Superlatives such as “tastiest, best, fastest, strongest,
superior, minimize, optimize”. The problem with these words is
that they instill doubt in the readers because these claims
appear unsubstantiated. These words lack power because they are
not measurable.

Take the word “superior” for example. What criterion or
measurement was used to judge this product as superior and by how
much?

“Solution” – This word cannot stand on its own. If you are
selling a product or service it is also obvious that you are
selling the solution to a problem, so state what the solution is
rather than just using the word.

“Technology” – This word is commonly used to suggest innovation
and newness. But customers have little concern about the
technology that is behind the products they buy. They are only
concerned about the benefit they derive from these products and
services.

How many drivers are really concerned about the technology that’s
under the hoods of the vehicle they drive? They are really only
concerned that the vehicle is reliable and gives them some social
status.

“Difference” – Rather than stating that you are different from
your competitors state the difference instead. Just saying
“different” means little and is just filling space. The statement
“We make all the difference” doesn’t leave the prospect more
educated than before reading your sales message.

Consider the following advertiser’s blurb:

“We make all the difference because of our superior quality
and solutions we offer.”

It’s like junk food – a lot of flavor but zero nutritional value.
This statement means little because it’s not specific at all. It
creates more questions than answers and leaves the reader totally
confused. And this is the last thing you want to do to a
customer.

-Ray Edwards

While I entirely agree with what you wrote above, there's one thing to remember....

People buy junk food all the time....they buy in spite of health warnings or bad ingredients or greasy fingers. Sometimes junk food writing...sells.

I really have to watch my use of really. It can really get out of hand quickly.

And yes, the stuff they put in sugar-free candy can be really deadly. (Also, from personal experience.)

Rose

I love when people make lists of words you should and shouldn't use.

Use whatever words you want to use. Words don't lose meaning just because they're being used often. People say they lose meaning and everyone is tired of hearing them, but how do you know? Have you actually interviewed everyone? No. You're just making a list of words you're sick of seeing and pushing them off on other people.

No one is going to hire you based on the list of words you do and don't use.

And if you use any of these words in place of "very" I assume you're writing some kind of purple prose and I'm just gonna go do something else.

There aren't many of those words I would use in place of it, because most of them are just too big and clunky. I like trying to make my messages as concise as possible.

Besides, most of them sound like you're trying way too hard to impress.

Copywriting is supposed to sell, not impress others with your literary skills..

This rule is just good writing.


I think in 6th grade, I had a teacher say "very" is lazy. So this post makes sense.

One thing I learned was that regardless of high impact vs. low impact, you want to dumb things down, even making comma errors if proper use would interrupt the flow of thought for the reader you're trying to pull in.

So if you're going to replace very, I guess I would recommend treading carefully with what you replace it with.

Me, I get annoyed every time someone's copy promises me that I'll crush it.

I am annoyed when people use unique when they do not mean one of a kind. Often even when they mean it, because I know, for a fact, that it's not one of a kind. Often, it's not even different from anything, whatever the IT they're talking about is.

Generally, I'm annoyed by the use of any word that's used to create excitement that's out of proportion with the subject at hand.

I don't see how a funeral house's processes equate to the son/daughter whose parent is being buried having great peace of mind, for instance; and, no pen, personalized or not, has ever left me giddy due to its low price and high quality, also for instance)

I'm also annoyed when the writers are using them out of laziness (lack of imagination?). By that I mean, using superlatives when I could get excited just by understanding better the product/service.

And I HATE yourgage (term invented by Quicken Loans and such inventions). Yes, I know, it helps to name your service / product in a way that makes it stand out, but yourgage?

Avoid the use of negatives wherever possible. This will also teach good framing practices. It's a bad idea to say your cleaning product isn't bad for the environment. Much better to announce its powerful eco-friendly, all-natural ingredients that are safe for...

Cut down on the use of conjunctions in the middle of sentences. And, because, however.

Speak descriptively, as if you were around a campfire painting the picture.

I like this list of precise words. Will avoid "very".

Most whatever, for example, "Most business owners use this product".

The word "very" has normal, every day usage and would appeal to many people for that very reason!