The 7 Most Overused Marketing Words
That's an age-old debate, and one we won't answer here. Yet, for some reason, it's also the approach many people use when they send e-mails and create a marketing message. You say something is "best" and hope no one starts to question why that would be. You describe a product as "superior" without bothering to back up the claim.
When describing a product or service, it's better to use specific, descriptive words — explain how the leather material is made and why it's superior. Include the specifications for a new gadget or a mobile app that make it unique. And then, drop the flowery language. It slows down your marketing prose. Here are a few candidates for expulsion.
1. Golden
Ever hear someone tell you something is "golden"? The overused term doesn't belong in an e-mail or in your marketing lit. For one, it's not a descriptive word, it's just an expression. The word sounds dated and suggests perfection (when that's not possible). Worse yet, it doesn't really convey any meaning — it's just an ornamental word.
2. Lush
The grass in front of your house might be lush. Is that new iPad cover your company is selling really made of a lush leather? Remember that the word is reserved for describing vegetation, but it can also mean something that provides great sensory pleasure. It's better to describe materials using more accurate terms like Italian leather or stitched upholstery.
3. Uber
The word "uber" has now been commandeered by the car rental company. It was never a good choice anyway — what does "uber" even mean? In most cases, it's supposed to be the supreme example — an uber-techie, for example. It's better to pick something more descriptive. And, besides — it's likely you can't claim a product is the supreme example.
4. Halo
In the car industry, there's always a "halo" car — the one the company is pushing the most. Using this word in marketing lit and by e-mail has now become commonplace — you might be tempted to call your new iPhone case or USB thumbdrive the "halo" product on the market. Don't do it. Not everyone knows how car companies use the term.
5. Pristine
When someone says their car on Craigslist is in "pristine" condition, that's helpful. Maybe it really is spotless. If you use the word to describe the sound quality of your new Bluetooth earbuds for business users, be careful. You are suggesting the sound quality is perfect and second-to-none, which is highly debatable. Better to stick to the specs and features.
6. Primo
Here's another word that has lasted way beyond it's original usage...in the 70s. Sure, it means you offer something that is of the highest quality, and that's a good assertion when you include the proof. But "primo" will give your customers the impression that you can't think of a more descriptive word. It's lazy jargon because, instead of explaining why the quality is superior, you just use a filler word.
7. Ultra
Superheroes use the word "ultra" to describe their powers, but there are better words to help explain the quality and unique features of your new network router or a fancy new jacket. For starters, the word has nothing to do with being the best — it means the "extreme" example. There's also something really dated about saying your new mobile app or flower delivery business is "ultra" anything.
This is a useful info that you have shared. Using such big words fail to make any impression nowadays. SMS marketing is an important aspect of my business, as we have even hired the reputed Heymarket agency for their business messaging services. I will also keep in mind not to use such cliché words in my business text and emails from now on.
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