- Ridiculous, pretentious language that has absolutely no meaning for your customers.
- Lots of superlatives such as “excellence,” “cutting-edge” and “innovative.”
Also you know your copy sucks when you have a…
- Shortage of tangible, meaty specifics.
- Presence of self-congratulatory chest beating, i.e., “We’re the world leader in . . . “
- Reliance on jargon and business babble.
- “Me too” positioning that’s similar to your competitors’ messaging.
All of this can be avoided by focusing your writing toward your customers. Highlight how you can help your customers and write from a customer-centric perspective. And remember, do not use meaningless industry buzz words.