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