If you're involved in any type of marketing, it's extremely easy to fall into the habit of hype. In fact, many marketing professionals are plagued by this. Affiliate marketing, mobile marketing, and pay per call efforts (essentially, all types of marketing), require that your marketing pitch capture your lead's attention and motivate them to do something. At least, this is your hope. Impressing your audience with your words is an absolute necessity. If you're words aren't successful, you'll lose sales and maybe your self respect if you resort to adding one of these overused hype words to your marketing vocabulary.
However, you are probably well aware that both consumers and the press are more skeptical today, than ever before. Everyone has become more attuned to marketing efforts. Many marketing adjectives are so used that the words no longer have any real meaning. In fact, all these words will do is clutter up your copy. It's wise to "think twice" before adding any of these words into pitches or marketing copy:
Advanced: This word is applied to nearly everything from advanced technology to advanced ingredients. This word is a prime example of being overused to the point that all value has been eroded.
Best: Using this word really makes marketers look dumb. You're much better off letting your audience figure this one out. Instead of saying that you're the best, get a quote from someone else who compares you to your competitors and labels you as the best.
Cutting Edge: This phrase is absolutely done. Anytime this is used it just sounds like drivel. Leads will look over this and their eyes will literally glaze over.
Exclusive: Really? How do you plan to make any money if your product is that exclusive? Unless you're marketing your services as being available to only one person, whatever you're selling isn't really exclusive.
Groundbreaking: Unless you're product is up to par with the iPhone or sliced bread, this label isn't really applicable. Very few products are actually groundbreaking. Don't claim to be this when you know that's really not the case.
Revolutionary: This term isn't only overused, it's inappropriate. Unless your product or service has resulted in starting a revolution, you shouldn't be adding this to your list of marketing adjectives.
Pioneering: This term always elicits lots of eye rolls. Unless you've got groundbreaking research to back up your product, or you're product has never been available in any form or fashion, steer clear of using this unimpressive word.
Unique: Yes, all marketers think their product or service is special. But like the term best, it's better if you let your audience come to this conclusion. Try describing features and benefits instead of claiming uniqueness. Claiming originality rarely convinces anyone.
It's true that most marketing professionals have been guilty of using these phrases and terms at one point or another, and sometimes even after being warned, these words often sneak through. However, being aware of these marketing faux pas will help you avoid using these terms when you make a pitch or publish content. Unfortunately, using these words amounts to lazy marketing. Your audience will always see right through this.