5 common words that should be banned from sales copy. Do you guys agree?

13 replies
I'm working on my very first copy assignment (one I made up myself to practice) and I've used some of these words. I just ran across this article and I'm a little disheartened because I like those words lol.

Here's the article.

5 Common Words that Should Be Banned from Sales Copy - Enchanting Marketing

Banned words?

Yep. Forbidden. Prohibido. Interdit.

Why?

Because these words are just filler - padding sentences without adding meaning.

These words waste your reader's time; and squander precious pixels.

1. Innovation. If you have to point out you're innovative, then you probably aren't.

2. World-class. Pretty meaningless unless you're a world-record holder like Usain Bolt.

3. Breakthrough or groundbreaking. Seriously? Or are you exaggerating your contribution to mankind? Have you discovered the God particle?

4. Market-leading. Which market are you leading? And do your customers care?

5. Cutting-edge or state-of-the-art. Come on. Do you have nothing better to say?

Don't undermine your credibility with gobbledygook. Instead: Be specific. Use metaphors. Or simply shorten your sentence.
So what do you guys think? Do you agree with this?

Another question. What do you guys think of exclamation marks? Should they be used?
#agree #banned #common #copy #guys #sales #words
  • Profile picture of the author 06blawton
    Originally Posted by NateJasper View Post

    I'm working on my very first copy assignment (one I made up myself to practice) and I've used some of these words. I just ran across this article and I'm a little disheartened because I like those words lol.

    Here's the article.

    5 Common Words that Should Be Banned from Sales Copy - Enchanting Marketing



    So what do you guys think? Do you agree with this?

    Another question. What do you guys think of exclamation marks? Should they be used?
    I'd like to add one. This word makes any B2B copywriter's blood curdle.

    It truly is the work of the devil.

    The word? 'Solutions'.

    If you ever take on any IT/B2B copywriting clients, you'll know what I mean.

    It's used to death. It's an instant turn-off for most prospects -- who're getting sick of corporate-speak. It paints the image of a very grey office with very grey workers beavering away at their very grey desks.

    One of the good things about taking on the odd B2C/Weight Loss client in addition to my usual stable of B2B IT copywriting gigs is the break it gives me from clients who LOVE adding jargon to my copy.

    And breathe ... :p
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  • Profile picture of the author splitTest
    "Technology" is also becoming one of those overused words in copy. As in "(product)'s water-absorbing technology" or "with it's patented tooth-whitening technology."

    But to the o.p., I don't think any words or phrases should be automatically avoided. Of course, you don't want to sound cliche... Other than that, it's less about the words than how they're used... what you do with them.

    imho
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  • Profile picture of the author lotsofsnow
    Rather than focusing on particular words this sentence is much better:
    "Don’t undermine your credibility with gobbledygook. Instead: Be specific. Use metaphors. Or simply shorten your sentence."

    Just cutting out 5 words would not make a good copywriter - understand that phrase would definitely be a giant step in the right direction.
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  • Profile picture of the author ForumGuru
    Banned
    While I agree those terms are highly overused I don't think thy should be avoided completely. As far as exclamation points go...I use them so I guess that answers that.

    I am not a copyrighting expert but if you ask me I would rather see the "make xxxxxxxx dollars with your eyes closed" and other nonsense like that banned.

    Cheers
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  • Profile picture of the author mcb247
    Although I do agree ... But, there are always going to be exceptions to when these could be used and of course bottom line is if it sells then put it in .. the easiest way to find out for sure, is of course to split test your copy. The may well be surprised lol
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  • Profile picture of the author akash47
    I tend to agree, although sometimes those words are really necessary to get your point across. The words I, personally, would ban would be undoubtedly/indubitably, nowadays, and any "filler" words that do nothing to help you get your point across. When people, writers, and copywriters insert long, complicated, unnecessary words into an otherwise simple sentence, which, for example, tends to discuss something that doesn't even need to be said out loud, it gets very annoying.
    But hey, get's the word-count up, am i right?!
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  • Profile picture of the author angiecolee
    Words are only meaningless corporate speak if you write them that way.

    I'm pretty sure all of those words have been in innovative ways that have caught people's attention.
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  • Profile picture of the author MontelloMarketing
    I'm starting a jihad against the words "the" "and" and "of."

    After that WIN... I'm going after all the verbs.

    And don't get me started on consonants. If I have my way we will be a vowel-only society!
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    • Profile picture of the author jjosephs
      If I have my way we will be a vowel-only society!
      A e you u e a a oo i ea?
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    • Profile picture of the author splitTest
      Originally Posted by MontelloMarketing View Post

      If I have my way we will be a vowel-only society!
      Then we'll all sound like we're orgasming. (If that's a word... )
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      • Profile picture of the author ForumGuru
        Banned
        Originally Posted by splitTest View Post

        Then we'll all sound like we're orgasming. (If that's a word... )
        Uuuuaaaiaiiyaaaaiaiyaaa ---> that was a good one! :p
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      • Profile picture of the author McKattry
        Originally Posted by splitTest View Post

        Then we'll all sound like we're orgasming. (If that's a word... )
        Or in the Lord of the Rings!
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  • Profile picture of the author BrianMcLeod
    Having now been made dumber for reading that list, I'll add a few words that should be banned:

    "Click here to visit Enchanted Marketing"
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