When it comes to selling your products or services, the copy behind your marketing effort is incredibly important. Words tell stories and make sales—there’s no question about it. But there are a few sales buzzwords that need to be tossed in the garbage. Here are four common words that need to be banned from your marketing strategy.
- Worth. What is something “worth”? The problem with discussing worth is that it’s different for everyone. The second you begin justifying your prices to shoppers, you’re already planting the seed that you’re too expensive for them. Instead, focus on the value your company brings to the table. If it’s outside of their budget, it’s outside of their budget, but let them make the decision. A cleaning service might be completely worth it to a full-time working single mom, but a family structure where dad works part-time may not feel the need. One person might pay $3,000 for a custom website, while someone with a decent level of coding knowledge would rather just hack his or her way through Squarespace. There’s no point in guessing what something is “worth” to your client base—just set your prices and make adjustments as needed.
- Authenticity. Authenticity is a great thing to strive for, but it’s incredibly overused in the marketing world. Every business is going to claim to be authentic, so try to show instead of tell by providing real-world examples instead of buzzwords. By writing in a way that truly demonstrates your company values, you can come across as authentic without ever having to claim to be authentic. Struggling with your “authentic” brand voice? Consider hiring a copywriter to help you take things to the next level.
- Promise. Promises are pretty dangerous things to make. You never want to promise a particular set of results, as most services—whether it’s an exercise program, business coaching, or something as simple as a beautiful lamp—need to be utilized in the correct way to give their intended results. The only time you should be using the word “promise” is if you have a money-back guarantee/promise in the case of a refund. But promising results is a recipe for disaster.
- Industry-leading. If shoppers aren’t super familiar with your industry, they probably don’t care that you’re the head of the pack. If you’ve won a meaningful award many people will recognize, certainly share it—but a buzzword like “industry-leading” will probably fall on deaf ears.