10 Words to Drop from your Advertising Copy

Is your advertising copy plagued by toxic advertising words? Entrepreneur.com has compiled 10 commonly used words to avoid when writing advertising copy in their article “10 Advertising Words to Avoid in 2009.” So dig through your word bank and delete these words from your advertising lexicon.

1. Free – While consumers love free stuff (especially during down economic times) email spam filters often trash emails with the word “free” in the subject line automatically. Why waste your time developing a free promotion and creating a marketing email if it will never reach your intended audience? Instead of “free” entrepreneur.com suggests using “complimentary” or “gratis” to sneak by spam filters.

2. Guarantee – The word “guarantee” often leaves consumers skeptical of your message. Unless you have substantial proof, try a different angle with your copy.

3. Really – Among the many filler words on this list, “really” does nothing to support your message. Review your copy and take this word out in all instances.

4. Very – Yet another filler word, “very” should be left out of your copy. Be sure not to lose your audience in useless copy.

5. That – Take a look at various advertising copy from the past year and highlight each use of the word “that”. According to entrepreneur.com, you can delete 90% of “thats” appearing in your copy.

6. A Lot – Don’t shy away from using real numbers in your advertising copy. If you offer 50 types of flowers in your shop say so! “50 flower varieties” is more compelling than “a lot of flowers”.

7. Opportunity – Consumers are looking for solid results, not opportunities. Don’t leave a consumer questioning whether you will deliver on your service promises, make sure they know you will!

8. To Be – Forms of “to be” are passive. Be sure all copy is written in an active voice as it commands action.

9. Synergy – A popular buzz word of the past decade, “synergy” should be left out of all copy in 2009. (And, please, don’t go looking for a new word to replace it!)

10. Drinkability – Entreprenuer.com chose this word to illustrate the fact you shouldn’t copy your competition. (Budweiser has made this word famous, don’t think Coors is looking to capitalize on it, too!) Find your own message (your unique selling point) which will separate you from your competition.

To read Entreprenuer.com's article, “10 Advertising Words to Avoid in 2009,” check out www.entrepreneur.com/advertising/article199152.html.

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