7 useless words to banish from your copy

Vagaries and hyperboles diminish rather than augment your marketing message. Here’s a batch you should ditch.

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How many job seekers do you think use the expression “hardworking” on their résumés?

We’d venture to say that it’s a pretty high percentage, which is part of the reason why we advise against it: Everyone claims to be hardworking, so that term doesn’t really help you to stand out from the pack.

Instead, we recommend invoking specific incidents and achievements that show you to be hardworking. Concrete, measurable accomplishments are much more alluring to an employer than vague, meaningless buzzwords.

We use this illustration because a similar concept is in play with your company’s marketing materials. A business website, Facebook bio, brochure, press release—whatever the marketing collateral in question—your goal should always be to convey some specific, measurable benefit you can offer to customers and clients.

Why is it, then, that so many companies use vague and meaningless buzzwords—the business equivalents of “hardworking” or “team player” on a resume—to describe what they do?

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