TO AVO I D L I K E A P L AG U E A N D W H AT YO U S H O U L D S AY I N ST E A D

5COPYWRITING

PHRASES

1

W H AT TO S AY: I F YO U ’ R E U S I N G A T E C H N O LO GY U N I Q U E TO YO U R CO M PA N Y, G E T S P E C I F I C O N W H AT A R E T H O S E A N D E X P L A I N I T S

B E N E F I T S .

• outdated claim • almost everyone is more or less using the same technology now • stating this makes you look like you just got on the bandwagon

“Cutting-edge/State-of-the-art”

W H AT TO S AY I N ST E A D : L I ST D O W N T H E S O LU T I O N S YO U CA N O F F E R F O R A M O R E C R E D I B L E CO PY

“Integrated solutions”• This phrase gets people thinking: ”What

exactly are the solutions being integrated here?"

• Hint: people won't know until you tell them.

2

3

W H AT TO S AY: I F YO U T H I N K YO U H AV E A CO N C E PT T H AT ’ S B O U N D TO D I S R U PT T H E F I E L D, STAT E W H AT A R E T H O S E A N D W H Y I T H A S T H E

P OT E N T I A L TO T R A N S F O R M . T H I S M A K E S YO U B E L I E VA B L E W I T H O U T H AV I N G TO R E S O RT TO B L A N D, T I M E WO R N P H R A S E S .

• You're propping yourself for big expectations • Trendy before, but is now passé • Don’t use unless you can back this up • Using grandiose words with an outdated meaning don’t give any

purpose to your copy

“Pushing the envelope/Game-changing”

W H AT TO S AY I N ST E A D : L I ST D O W N A L L T H E F E AT U R E S O F YO U R P R O D U CT O R S E RV I C E . I T D R I V E S H O M E T H E P O I N T A N D S U B S C R I B E S TO

T H E A L L- P O W E R F U L CO PY W R I T I N G M A N T R A : " S H O W, D O N ' T T E L L . "

“Feature-rich”• This is like saying that everyone reading this

slide are human beings • A painfully obvious way to describe your

product/business

• Not unique since almost all products today are “feature-rich”

• It dumbs down your copy. • Effective copy should always be clear, simple,

and most of all, never redundant

4

5

W H AT TO S AY: W H Y N OT R E V E A L T H E P R O C E S S T H AT M A K E S YO U R B U S I N E S S E XC E PT I O N A L ? T H I S M A K E S I T E A S I E R F O R C U STO M E R S TO

D I F F E R E N T I AT E YO U F R O M YO U R CO M P E T I TO R S .

• Quality is par for the course for today's businesses. • Stating this might mean that you’re not doing enough of a good

job to warrant a reputation for quality. • Quality workmanship is still better shown than self-proclaimed.

“Quality workmanship”

QUALITIES OF A GOOD COPY

Useful, Urgent, Unique, Ultra-Specific

25% for eachThe above is only possible when you do away

with using vapid industry language and focus on using words that capture your business’

fundamental qualities.

If you want a copy that does what you want it to, you have to let it shine on its own without

resorting to technobabble.

The Key to Copy That Connects and Converts

Without Resorting to Overused Industry Terms

EMAIL WEBSITE READ RELATED BLOG POSTjeanne@breakthroughwritings

ervices.comBreakthroughWritingServices.

com5 Copywriting Phrases to Avoid Like a Plague and

What to Say Instead

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