What do “innovative,” “world-class” and “results oriented” have in common? They are all terms that should never see the light of day on your website, according to Jeff Haden in this post via BNET. These overused buzz words have lost all meaning and tell your audience nothing. He writes:
“Adjectives are great but only if specific, descriptive, and directly applicable to what you do. Use plain language, avoid generalities, and skip the hyperbole.”
To view the complete list—along with suggestions for better ways to describe your products and services click here.
Which word would I add to the list? It would have to be “leading”—as in the “leading” manufacturer of widgets. Who defined leading? What does that mean?
A better approach: stick to verifiable facts. If you have an industry rank, such as sales volume for example, then describing your company as a Top 25 manufacturer of widgets (as named by the Official Widget Association) would be appropriate.
What other offenders would you add to the list, and what suggestions do you have to remedy the issue? Share your ideas in the comments to continue the discussion.