I’m a copywriter, so I obviously tend to pay close attention to the words I see on company’s websites and advertisements. I’ve noticed that a lot of the copy I read is brimming with weak, throwaway phrases. These are wasted words. They carry no weight, and they should be cut out from the copy altogether.
Let me give you some examples of the types of phrases I’m talking about.
- “We are committed to your satisfaction.”—Really? You want your customers to be satisfied? You want them to like your products and services? Wow! What an amazing company you run. That’s so very unique and such a strong selling point. Do you also “go above and beyond” to ensure your customers are satisfied?
- “We’re a results-driven company.”—I see this a lot in the messaging of marketing companies. There sure are a lot of results-driven marketing firms out there, as opposed to, you know, companies that don’t care about getting results for their clients.
- “We’re a leading provider of…”—Is it just me or is every company out there an industry leader? Let me clue you in. No one believes you. You’re wasting space when you use words and phrases like leading, best of breed, and world-class.
You only have your reader’s attention for a brief period of time. And in many cases, you only get one chance to make the sale. Don’t waste this precious opportunity by littering your copy with weak phrases.
What are some other weak, throwaway phrases that are pervasive in marketing copy?