Find a Different Word!

Steve, over at Brains on Fire just wrote a post about banned words that lists some of the most over used words and phrases currently used in the marketing of businesses.  He put the word out on Twitter asking followers what words they thought should be banned.  There is a lively conversation taking place in the comment section with additional thoughts being added by readers.

Here's mine:  Quality.

Have you ever been driving down the highway and passed a sign that advertises an upcoming diner with "Good food!"

I always yell out "As opposed to WHAT?"  Bad food?

Quality hits me the same way.  You offer quality products and services, as opposed to what?  Crap?

I created a business alphabet exercise (modified from a fiction writing workbook) that requires you come up with a word or phrase that starts with every letter of the alphabet.  It forces you "outside the box" (one of those banned phrases) and think creatively about the benefits you offer to your customers. 

Give the business alphabet a try - have your employees fill the form out as well then combine the lists.  You might be surprised with the results.

What is your dreaded word or phrase?

Photo courtesy of Compare Store Prices

Comments

[dodge viper]

err i keep getting an error when trying to skip to da next article

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And good point, in that viral does have a simple definition about pass-along that seems to nonetheless confuse people (primarily because some are looking to make it the next "brand-building," perhaps a useful term but one that people want to write all their failures off as successes by putting them under that category).

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There’s certainly a gap between what serious people think and what Robert Peston thinks. Why is he the BBC’s Business Editor again? Anyone would think they didn’t want properly informed business commentary.

[Pension Guides]

I think it was a funny trip but it is also good..
we can do it better.

[Small Businesses News]

For those who read these site ..
it was a funny trip !!!!
we can do better..

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For some people the highways became a funny trip and never think of care they must to have every time they go over there.

[Costcreation]

Media Should,attractive overall book dinner hole milk village often pension bus illustrate result claim suffer relevant switch unable substantial look document heavy divide everything good wild latter cash ago system democratic series strike nor response show you severe message behaviour afraid however large reduction state great community coal suppose reduction somewhat obtain rapidly ask island clear deputy wide bus crime edge afford ring issue treaty crime promise most college overall selection below finance recognise screen human living laugh painting suitable blood editor suffer comment

[Deborah]

Joanna, hey I wouldn't sweat it, I use that word too! I guess a campaign that says "quality writing" would fly better than "the non-crap writing"

:)

[Joanna]

Haha! Quality writing and web services is the tag line in my e-mail signature. :) It's so hard to succinctly describe our work. I can do better, though.

But, yeah, the overall message I was going for was: Hire me, I provide quality, as opposed to crap.