Writing Topics: words that should be banned

How committed are you?

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] The one thing you can say about corporate types is that they’re not commitmentphobes. In fact, it seems that every other company is committed to something – whether it’s quality, excellence, innovation, success or, in the case of PepsiCo, “Performance with a Purpose”. What’s clever about […]

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Wanted: Senior Solutions Designer

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] So I’m thinking I might have to launch a separate blog entirely devoted to “solutions”. Thanks to the reader who forwarded me this hilariously vague job advert, which I hereby add to my ever-growing pile of “solutions” submissions. Senior Solutions Designer, City of London – London […]

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Corpspeak alert: “solutions” still going strong

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] Everyone seems to hate the word solutions, but marketers still can’t help wheeling it out at any opportunity – as these three recent arrivals in my inbox show. Low cost? Great! Flexible? Great! But what exactly are you advertising? Wow, thanks! I’ve had that jar containing […]

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This is a colleague announcement

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] Today, I’m delighted to introduce a guest post by fellow copywriter Richard Owsley. In true goodcopybadcopy style, it’s a rant against a nefarious piece of corpspeak – happy reading! Colleague. What does the word mean to you? Not ten years ago, but now. To me the […]

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Another 30 words and phrases you should stop using right now

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For words 1-30, see thirty words and phrases you need to stop using today 31. Anticipate Admit it, most of the time, when you use “anticipate” you do so simply because it’s got more syllables than “expect”, don’t you? Look them both up now. See, they mean different things, don’t they? 32. Value proposition Any […]

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Words that should be banned: Talent

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] Until I worked for an investment bank, I’d only ever heard the word “talent” used of the likes of David Beckham, Bryn Terfel or hot-looking boys on a night out. But as soon as I arrived in the world of finance, I discovered that everyone was […]

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Why your employees aren’t exactly delighted by the idea of “customer delight”

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] On Friday, I met a friend of a friend whose new CEO is big on “customer delight”. This friend of a friend didn’t seem wholly convinced by the idea – and you can kind of see his point. Do customers really expect to be delighted these […]

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Thirty words and phrases you need to stop using today

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] There’s plenty more where this comes from. I’ve got another 70 at least, so this will just be the first in a series of posts. Leave your suggestions in the comments or tweet them under #wordsthatshouldbebanned. Click on hyperlinked words for fuller coverage on goodcopybadcopy. In […]

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Strapline clichés to avoid #2: any strapline that includes the word “passion” (but especially if it’s combined with “excellence”)

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] Sooo, the last person on a final salary pension left the firm years ago. Repeated rounds of redundancies have left people wondering if they’re next out the door. And you’ve just asked your workers to take a pay cut because “we all need to pull together […]

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Words that should be banned: hydration

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] One of the downsides of living in a western industrialised nation is that you’re constantly being bombarded with mendacious marketing messages by charlatans trying to sell you something that’s free, abundant and available on tap – literally. The chief way they do it is to suggest […]

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