7 Words and Phrases People are Tired of Reading
Author: Jamie | Filed under: CopywritingHow to Send People to Sleep Online
If you’re writing the text for your own website rather than using a professional copywriter, there are a number of words and phrases you shouldn’t use.
The list below only just scratches the surface when it comes to tired words and phrases people have become used to reading online.
Solutions
This is a word you’ll see on millions of websites, but it’s rarely backed up with any meaning. For example “we provide cost-effective data solutions for your business” is a very general statement that doesn’t really tell a potential customer anything at all.
We
People are sick and tired of being sold to. If your website text has phrases such as “we are the leading plumbers in Glasgow” and “we have built up a great reputation” you’re not only providing text that people will glaze over at, you’re also missing an opportunity to appeal directly to your customer and write from their point of view.
Unique
Unique is definitely an overused word. In most cases it’s used, it doesn’t actually apply. An example would be “we offer a unique carpet cleaning service” when in truth you provide the same services and use the same materials as lots of other companies.
Professional
The word professional gets used a lot online. Quite often it seems to be used by companies who perhaps aren’t professional but would like to appear to be.
If you’ve got a website and are an established company, people expect you to be professional as you’re taking their money for a product or service.
Think outside the box
“We’re a leading web design company that thinks outside the box”. What if your clients don’t want a website that’s “outside the box” – do they get a say in the matter?
Rather than using a tired old phrase like this, why not get specific and really tell your clients what you mean?
Experienced
I’m sure you’ll have seen phrases like “we’re experienced in all aspects of joinery” on websites. Again, it’s a very flaky word without much meaning when written in this way.
I’ve done DIY around my house lots of times; does that make me an experienced handyman? Again if you really want to say you’re experienced, get specific and give people the details.
Affordable
“Our range of bathrooms and kitchens is beautiful and affordable” – affordable to whom? Using words like affordable can backfire in two ways; first of all it could cheapen the perception of your product and secondly, your bathrooms and kitchens are more than likely not affordable for a lot of people.
These words and phrases are just an example of laziness when it comes to writing online copy. Whether it’s for your website, email newsletter or pay per click adverts; you should avoid these words that people have read thousands of times before.
If you liked this article you may also want to read my website copywriting guide for beginners.
If you’ve got any other words or phrases to add to the list, please leave them in the comments below.
I’ve never really seen an article like this before however can relate to it.
My gripe wording is this: ‘key’
Example: ‘Content is key to your success’, ‘Don’t overlook this key aspect’, ‘Make sure you provide key points’.
Jakk from Technology News recently posted..HTC Flyer Goes On Sale Across The UK
Thanks for your comments Jakk, I agree with you (although I’m probably guilty of using ‘key’ myself sometimes). It’s definitely an overused word on the web.
What a great post. I can add a few more:
“explode” as in this will EXPLODE your business
“secret” — really, is anything a secret anymore?
“you’ve been lied to” — what else is new?
Thanks for starting this list! Hope it grows to the hundreds!
Dr. Bob Clarke recently posted..3 Simple Questions for Overcoming The Fear of Rejection
Thanks Bob! “explode” is a great one – it sounds a bit dangerous to explode your business
I agree with “secret” as well, 99% of times I’ve read a post with this in the title, there has been no real secret revealed, just some decent advice.
Hmm interesting post Jamie, totally agree seems I may have to rewrite my webdesign website! Thanks for a great list buddy! and it was a great help!
-P
Phillip Dews recently posted..What! Custom Graphics For FREE! No Really
Hi Phillip, thanks for taking the time to leave your thoughts. I’m glad you found it useful. I’m hoping other readers will add to this list over time. I’m planning to add a few more myself- ‘leverage’ is one I’m really not keen on.
Well… you really written them all and I do agree that they are words being overused. But I was wondering why didn’t you give another words or phrase as an example that we should use, I mean there’s no reason why we should not be using those words when there is no “solution” to it, right?
The Bad Blogger recently posted..6 Ways to Legally Steal Great Content Ideas For Your Next Blog Post !
Hello, and thanks for your comments. It’s a valid point you’ve got and one I had already planned to write about in a future blog post.
In the meantime you can read this article I submitted to Technorati a while back.
http://technorati.com/business/small-business/article/11-powerful-words-to-use-in/
Jamie Fairbairn recently posted..A Beginner’s Guide to Guest Blogging
I agree on the term ‘explode’, nothing truly ‘explodes’ unless we’re talking real explosives here.
Jakk from Technology News recently posted..HTC’s Flyer pricing leaves much to be desired- average cost £900
The interesting thing about these words is that they have been used so much, they have lost all meaning to me. When reading them in sentences or catchphrases my mind seems to automatically skip over the words.
Paul Salmon recently posted..5 Alternative Office Suites For Microsoft Office
Hi Paul, thanks for your input. I totally agree, it’s like if you drive the same way to work every day, after a while you don’t really notice what’s right in front of you because it’s so familiar.
I agree with this…if I see the words “secret” I would normally go back to google and try searching again!!
Very true and also funny, specially the term WE….Sometimes many people use it even when that website belongs to a single person and thats what irritates more. Lol
Thanks for your comment – it’s not really a secret if someone is publishing it online for the world to see is it?
Hi Shaan, that’s a very good example.
Using ‘we’ a lot is a bit like the stereoptypical car salesman. When you go into the showroom they just launch into what car they think you should buy rather than asking you and listening to what you want. “We think you should buy this car” (because we’ll get more commission!).
Jamie,
thanks for the article and the link to technorati.
Is it a case of the more specific the better, rather than using broarder terms or phrases that are vague and ambiguous?
For instance surely if I use the phrase ‘I’m am experienced carpenter with 21 years working for such and such, in a such and such role”, then experienced is qualified and defined.
Hi Michael, thanks for commenting. Yes, you’re right. I could say I’m an experienced online marketing coach but what does that mean? It could suggest I’ve been doing it for years or one day.
Its always better to be specific as this helps give your business more personality and helps it stand out. I see phrases like “We provide market-leading solutions” on websites with nothing whatsoever to back this up or give the customer any reason to get in touch.
Very informative post, thanks Jamie! Probably the problem arises from the fact that certain words become fashionable: for example, I can’t stand words like “tips” and “tricks”! When “advice” would do very well – but of course it’s no sexy! …and slightly paternalistic, OMG!
Claude Nougat recently posted..Sex and the American Novel
Hi Claude, thank you for taking the time to comment. I totally agree that certain words become fashionable but the problem is when too many people start using them, they becoming annoying rather than endearing!