A quick and simple list of words that I’d like you to avoid using:
REALLY / VERY
If you want to emphasise something, use a single word that expresses what you’re trying to say. You won’t need really or very.
UNIQUE
Each snowflake is unique. Your business probably isn’t.
INNOVATIVE
Innovative businesses don’t have to say it; they demonstrate it.
PASSIONATE
You’re ‘passionate’ about bricklaying? Hmm, sounds odd – right? Save your passion for the boudoir and find a better adjective.
JUST
The word ‘just’ doesn’t add any value to your sentence – try crossing it out. There – told you.
FOR FREE
It’s ‘free’, not ‘for free’. If you want to expand, use ‘complimentary’.
BASICALLY / ESSENTIALLY
Basically, if you remove these words your sentence will improve, I promise.
UTILISE
This word won’t make you appear to be more intelligent. Use ‘use’.
OF
Don’t write would of, should of, could of when you mean would have, should have, could have.
!!! *
If you want your copy to look as if it were written by an excitable teenage girl, then use exclamation marks. See if I care! Use three if you want to appear insane!!!
* I know ‘!!!’ isn’t a word, but use of exclamation marks is a pet peeve of mine so I couldn’t leave them out.
Your turn to share
Which words do you avoid in your copy? Tell me below:
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