Following our article Writing to buyers – An analysis of Gobbledygook, here is a small follow-up taken from the same book, The New Rules of Marketing and PR, by David Meerman Scott, about the overuse of words in news releases and company-authored articles.
Dave Schmidt, VP for Public Relations Services at Smith-Winchester, Inc., has conducted a survey about the overused words and phrases he’s seen, and wanted to find out if editors agreed that these phrases were actually overused. Here are the three main results he found:
“Leading” (used as an adjective): 94% of editors think this adjective is overused. “Since everybody wants to be the leading something, there are no longer any true leaders.”
“We’re excited about/pleased/thrilled”: 76% think this phrase is overused, and not very appropriate for a company’s spokesman quote. “You need to quote your spokespeople with words that you would like to see in print”.
“Solutions”: 68%. It is now probably best avoided.
Every time you write, you have the opportunity to communicate and to convince people. At each stage of the sales process, well-written material combined with effective marketing programs will lead your buyers to understand how your company can help them.