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One of the funniest scenes on the iconic TV show, Friends, features cast members struggling to carry a couch up a tricky set of stairs. In a desperate attempt to get the situation under control, Ross repeatedly yells “Pivot! Pivooot!”

While the effect in the scene is undoubtedly hilarious, the word “pivot” became a source of irritation during the 2019 pandemic. It was used exhaustively in marketing efforts to describe the ability to be flexible during that tumultuous period.

This is a perfect example of how even well-intended, masterfully used words can rub audiences the wrong way. The reasons why other words might ruin marketing copy may differ, but the result is the same.

Words that search engines might detect as generated by artificial intelligence (AI) should also be used sparingly or avoided entirely. Why? If a search engine determines that copy has been generated by AI instead of by a person, it can adversely affect your search result rankings and even result in your website getting slapped with a penalty.

The last thing you want to do is harm your marketing efforts by using tired, disingenuous-sounding words in the copy on your website and other digital properties.

This article explores a few words you should ban from your marketing copy immediately and alternatives to use in their place.

INNOVATIVE, STATE-OF-THE-ART, CUTTING EDGE

In marketing copy, words like “innovative,” “state-of-the-art,” and “cutting edge” are often used to convey a sense of novelty and superiority. However, these terms have become so overused that they lack impact and can appear as empty buzzwords. When every product claims to be “cutting edge,” the phrase loses meaning and fails to differentiate your offering. Instead of impressing your audience, you risk sounding insincere, which can erode trust and diminish the perceived value of your product.

To truly resonate with your audience, it’s crucial to use language that is both specific and authentic. Descriptive, concrete terms can paint a vivid picture and make your message more memorable. For instance, instead of saying your product is “innovative,” describe the unique features or benefits that set it apart. This approach enhances clarity and builds credibility by providing tangible evidence of your product’s value.

Consider these alternatives to breathe new life into your marketing copy:

  • Advanced
  • Pioneering
  • Groundbreaking
  • Revolutionary
  • Next-generation
  • Leading
  • Trailblazing
  • Transformative
  • Unique
  • Unprecedented

By choosing precise and evocative words, you can create a more compelling narrative that captures your audience’s attention and fosters a deeper connection with your brand.

LEVERAGE, UTILIZE

Words like “leverage” and “utilize” often sneak into copy, masquerading as sophisticated choices. But here’s the truth: these corporate buzzwords can hinder your message’s impact. Why? They’re vague and overused. When you “leverage” something, what are you doing? And doesn’t “utilize” mean “use” with extra syllables? These words create a barrier between you and your audience, making your message feel distant and impersonal.

Instead of impressing readers, these terms often leave them feeling confused or frustrated. The key to effective marketing copy is clarity and connection. You want your words to resonate, not alienate. By swapping out these corporate clichés for more direct, engaging alternatives, you’ll create content that speaks to your audience in a language they understand and appreciate. It’s about being relatable, not trying to sound important. Remember, the goal is to communicate, not complicate.

Here are some alternatives that will give your copy the oomph it needs:

  • Apply
  • Harness
  • Employ
  • Tap into
  • Make the most of
  • Put to work
  • Maximize
  • Capitalize on
  • Implement

TURBOCHARGE, PROPEL

“Turbocharge” and “propel” are often used in marketing copy to convey a sense of speed, power, and forward momentum. These terms attempt to create excitement and urgency, suggesting that the product or service can significantly enhance the user’s experience or performance. However, their overuse can hurt marketing efforts by appearing exaggerated, potentially leading to skepticism among savvy consumers. Additionally, such buzzwords may trigger AI content filters, reducing the effectiveness of digital marketing campaigns.

Consider using more straightforward, relatable language to maintain authenticity and resonate better with your audience. Here are some alternative words that can convey similar meanings without the drawbacks:

  • Enhance
  • Boost
  • Improve
  • Elevate
  • Strengthen
  • Advance
  • Accelerate
  • Upgrade
  • Amplify
  • Energize

By choosing these alternatives, your marketing copy will feel more genuine and trustworthy, ultimately fostering a stronger connection with your audience.

SYNERGIZE

Buzzwords like “synergize” have become the corporate equivalent of nails on a chalkboard. While intended to convey collaboration and efficiency, this term often elicits skepticism from savvy consumers. Overused in sales calls and marketing materials, “synergize” has lost its impact, becoming a hollow placeholder for genuine innovation and teamwork. When sprinkled liberally throughout marketing copy, it can make your message feel dated, insincere, and disconnected from your audience’s real needs and interests.

Relying on such corporate jargon can hinder your marketing efforts. It creates a barrier between your brand and potential customers, making your message feel impersonal and out of touch. Instead of communicating your product’s value, you risk alienating readers who crave authenticity and straightforward communication. In a world where consumers are bombarded with marketing messages, standing out means speaking their language, not hiding behind buzzwords that have long since lost their luster.

To elevate your marketing copy, consider these alternatives that pack a punch without setting off buzzword alarms:

  • Collaborate
  • Unite
  • Harmonize
  • Blend
  • Integrate
  • Combine
  • Merge
  • Align
  • Coordinate
  • Fuse

DELVE

Imagine you’re crafting a message that needs to captivate and convert. The word “delve” might seem like a sophisticated choice, but it often falls flat in marketing copy. Typically used to suggest a deep dive into a topic, “delve” can come across as overly academic or cumbersome, potentially alienating your audience. It lacks the immediacy and clarity that effective marketing demands, making your message feel more like a lecture than an invitation.

Using “delve” in your marketing efforts can inadvertently create a barrier between your brand and your audience. It suggests a level of effort and complexity that might deter potential customers who are looking for quick, clear, and actionable information. Every word counts in a world where attention spans are short, and “delve” doesn’t deliver the punch needed to engage and persuade.

Instead, consider these alternatives that are more direct and engaging:

  • Explore
  • Discover
  • Uncover
  • Learn
  • Investigate
  • Examine
  • Reveal
  • Understand
  • Find out
  • Dive into

These words are not only more approachable but also resonate better with audiences, enhancing your marketing copy’s effectiveness and appeal.

SPEARHEAD

Navigating the treacherous waters of corporate jargon, “spearhead” emerges as a prime example of overused words that can sink your marketing efforts. This militaristic term, often employed to convey leadership or initiative, has become so commonplace that it’s lost its impact. Instead of painting a vivid picture of innovation and forward-thinking, it now evokes sighs from savvy readers who’ve seen it one too many times.

By relying on such tired language, marketers risk alienating their audience and diluting their message. Using “spearhead” can make your copy feel generic, impersonal, and out of touch. It’s a shortcut that fails to communicate the unique value of your product or service. Instead of inspiring action, it might inspire your readers to click away. To truly connect with your audience and stand out in a crowded marketplace, opting for more specific, vibrant, and authentic language that resonates with your target demographic is crucial.

Consider these alternatives instead:

  • Lead
  • Pioneer
  • Drive
  • Champion
  • Initiate
  • Revolutionize
  • Orchestrate
  • Catalyze

DISRUPT

“Disrupt” has become the darling word choice of tech startups and marketing teams, but its overuse made it hollow. While intended to convey innovation and game-changing potential, this term often falls flat, leaving audiences unimpressed or skeptical. In marketing copy, “disrupt” can come across as grandiose or pretentious, potentially alienating the very customers you’re trying to attract. Moreover, its frequent appearance in pitches and promotional materials has diluted its impact, making it less likely to capture attention or convey genuine uniqueness.

Instead of relying on this overworked term, marketers can breathe new life into their copy by choosing words that describe their product or service more accurately and compellingly. By opting for clearer, more specific language, you can create a stronger connection with your audience and better communicate your value proposition. This approach enhances the authenticity of your message and helps differentiate your brand.

Here are some alternative words to consider:

  • Transform
  • Revolutionize
  • Reimagine
  • Enhance
  • Streamline
  • Optimize
  • Elevate
  • Redefine
  • Advance

ILLUMINATE

“Illuminate” shines brightly in marketing copy, but its glow might dim your message. Marketers often reach for this word to suggest enlightenment or revelation, hoping to cast their product or service in a radiant light. However, overuse has dulled its impact. When every brand claims to illuminate, the word loses its spark, potentially leaving your audience in the dark about your true value proposition. Instead of highlighting your offering, it might obscure your unique selling points, blending into the shadows of similar claims made by competitors.

Opting for more specific, action-oriented language can help your marketing efforts shine. By choosing words that communicate your product’s or service’s tangible benefits, you’ll create a stronger connection with your audience. Remember, effective marketing isn’t about dazzling with fancy words but clearly conveying value.

Here are some alternatives that can help your message resonate more effectively:

  • Clarify
  • Reveal
  • Showcase
  • Demonstrate
  • Highlight
  • Explain
  • Simplify
  • Uncover
  • Present
  • Introduce

RESIST THE URGE TO PLAY SCRABBLE WITH MARKETING COPY

People should not be left feeling like they need to perform intellectual gymnastics when they read your marketing copy. It should be easy to understand and sound like it was written by a human being – not AI-generated. By using the alternatives to murky marketing jargon, you can convey the same ideas in a way that sets your marketing copy up for success.

Looking for a polished meeting planner to set up the next corporate meeting or educational event for your marketing team? Contact Gavel International for more information.

Eloisa Mendez
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