Meaningless words
Marketers love using meaningless words.
This post will get me in trouble with some folks—but I’m too opinionated not to voice this.
B2B copywriting is super weird. Most B2B (especially software) copy sounds like it was written by a confused intern from the future who only speaks in idioms.
I think it happens due to some blend of these variables:
Product descriptions are written by non-technicals who don’t deeply understand the product.
Product descriptions are written by overly technical people who don’t deeply understand the customer.
The business is confused about who its customers are (or resists focusing on a particular segment)—and creates generic messaging that appeals to a broad audience.
Words only consider one end of the buying audience spectrum.
Words start off strong, only to be chopped and screwed by revisions from too many people who shouldn’t be part of the revision process.
The reason it happens doesn’t matter—it’s not the point of my little rant here.
My point is this: 99% of the time, your copy loses no meaning if you remove these words—I’d argue it actually gets stronger.
It’s worth noting this list is not intended to shame. If you’ve used (or currently use) these words, it’s ok. I did, too, at some point in my career—either because I saw others doing it, or I thought they made my writing sound profound. In reality, they make things sound out of touch and goofy-corporate.
A general litmus test I’ve built to pressure-test the words I use for ads, assets, or websites is this:
Should this word be implied?
Would anyone ever choose the opposite of it? If no, then it doesn’t add anything to the message.
Here’s my running list of meaningless words:
Intuitive - Would anyone ever want an unintuitive product? This should be implied, get rid of it. You’re better off articulating the functionalities you believe make the product ‘intuitive’
Easy-to-use - See “intuitive”
Seamless - Wtf does this mean? Seriously. Would you ever want a non-seamless anything? This is way too vague to be a differentiator—unless the nearest alternative to your product is clunky. But in that case, explain what ‘seamless’ means for your users. What does it look like in practice? Which tools talk to each other? Which data points are shared?
All-in-one - What is ‘all’? People often use this term to avoid associating with a category they feel is too small to describe what they do. It’s fine, just do it. Categorical context and frames of reference are really good for buyer recognition. Instead of ‘all-in-one,’ articulate the use cases—describe what ‘all’ is.
High quality - Everyone says this. And nobody would ever choose to say the opposite about their product, so it’s not unique. What makes your product high quality? Say that instead.
#1-rated/best - unless you have social proof to back this (like the best star rating on a product marketplace or a wall of quotes that validate this exact point), don’t you dare say this. Whenever I see this, my first reaction is… “says who?” Doesn’t everyone think their kid (or cat) is the best? Sophisticated buyers will immediately be skeptical if you can’t genuinely back this claim up.
Best-of-breed/in class - See ‘#1-rated/best’. Nobody talks like this anymore unless you’re in the American Kennel Club. Either way, this just sounds gross and shouldn’t be used to describe a software product.
Streamline - Every good B2B product is meant to make something easier for the end user. Insetad of trying to convince your buyer that you ‘streamline’ things, just explain the capabilities—they’ll be able to piece it together. This is not profound or descriptive.
Cutting edge - Describe your product. Let your prospects decide.
State-of-the-art - See ‘cutting edge’
Free demo - Yeah, homie... In the age of self-guided information, a basic consult to explain product details before someone buys it should be free.