5 words never to use in a press release

Naturally, they want the public to be equally as excited, but forcing excitement with words alone won’t do the trick. The product has to live up to the hype.

Following are some of those excitable words that will elicit one guaranteed reaction from readers—an eye-roll.

Leave these words out of your next press release:

1. “Best”

Unless you won an award that identifies your product as the undisputed No. 1 item in the industry, don’t tell people it is. You may believe your product is the best on the market, but without cold, hard facts, this type of language is pure fluff at best, misleading at worst.

2. “Revolutionary”

A truly revolutionary product or discovery will forever change the way we think about something. It’s more than adding to an established concept; it’s taking an established concept, turning it upside down, rearranging the parts, and creating something entirely different from anything we’ve ever seen before.

Is your product really that different? Is it something that would have been unfathomable yesterday? If your answer is no, the product is not revolutionary.

3. “Dearth”