*Or, at least, try to use them a bit less. @HardingMktg

The Dirty DozenPurge these 12 words from your

B2B marketing copy.*

Word choice can make a huge difference to

your B2B marketing copy.

It can be the difference between

sounding authentic…

…and sounding like just another

soulless corporation.

Hey, wait a minute!

If I’m selling to other businesses, why should I

care if I sound authentic or not?

Because businesses are just groups of

people...

…and people like to buy from other people, not

featureless entities.

We suggest you purge the following

12 words from your B2B marketing copy.

Or, at least, try to use them a bit less.

1. Utilize

You can always substitute use.

Always.

Before

He utilized our software to run accounting reports.

Before

He utilized our software to run accounting reports.

After

He used our software to run accounting reports.

2. Leverage

No one uses this word outside the confines of

an airless meeting room. Ever.

Before

We leveraged the cloud so you can utilize our

accounting software through your web browser.

Before

We leveraged the cloud so you can utilize our

accounting software through your web browser.

After

We put our accounting software in the cloud so you

can use it with your web browser.

3. Impactful

It sounds like it should describe a car crash. It’s

also nonspecific.

Before

Our software delivers impactful results to

accounting departments.

Before

Our software delivers impactful results to

accounting departments.

After

Accounting departments make 53% fewer

errors when they use our software.

4. Next-generation

It suggests that something has improved without

providing any useful detail.

Before

Our next-generation software delivers

enhanced spreadsheet upload capabilities.

Before

Our next-generation software delivers

enhanced spreadsheet upload capabilities.

After

Version 2.1 of our software lets you upload

spreadsheets from Google Sheets.

5. World-class

If it isn’t substantiated, it can feel a bit arrogant.

It’s also usually vague.

Before

Our world-class accounting software is used by

leading businesses around the country.

After

More than 70 percent of this year’s Fortune 500

use our accounting software.

Before

Our world-class accounting software is used by

leading businesses around the country.

6. Solution

Is it a product, a service, or a flying pig?

Before

We offer a complete, subscription-based solution for

business accounting automation.

After

You pay a monthly fee to use our business accounting

software and access live chat.

Before

We offer a complete, subscription-based solution for

business accounting automation.

7. Drive

Pass on this word if you’re not talking about

cars or cattle.

Before

Our accounting software drives efficiency

through routine process automation.

After

Our accounting software automates receipt

collection, so expense reports take less time.

Before

Our accounting software drives efficiency

through routine process automation.

8. Leading

In the same category as world-class, it’s self-

important and often unsubstantiated.

Before

We are a leading provider of accounting software to

businesses across the country.

After

We are the largest business accounting software

company in the northwestern United States.

Before

We are a leading provider of accounting software to

businesses across the country.

9. Enable

This is another word that people almost never

use in conversation, even at work.

Before

Our accounting software enables customers to

save money while increasing productivity.

After

Our customers save money and spend less time

on quarterly reports.

Before

Our accounting software enables customers to

save money while increasing productivity.

10. Actionable

It started as a legal term, fell into a vat of

toxic waste, and turned into business jargon.

Before

Our accounting software provides actionable

reports on employee spending.

After

Our employee spending reports can show you

unexpected ways to cut costs.

Before

Our accounting software provides actionable

reports on employee spending.

11. Robust

This adjective is a lazy way to imply strength

without proving it.

Before

Our accounting software is highly robust,

scalable, and available whenever you need it.

After

Our accounting software has been tested in all

kinds of environments. Read the report.

Before

Our accounting software is highly robust,

scalable, and available whenever you need it.

12. Journey

OK, we’ll let the customer journey slide.

Otherwise, it’s often a trip to nowhere.

Before

Our accounting software can start your journey to

lower costs and greater efficiency.

After

On average, our customers reduce accounting errors

by 50% and cut reporting time by 78%.

Before

Our accounting software can start your journey to

lower costs and greater efficiency.

DisruptThis bonus word applies specifically to B2B technology companies.

Born of Silicon Valley startup culture, this

word is almost always a wild overstatement.

Before

Our accounting software is disrupting how

corporate finance departments do business.

After

With our software, you can stop collecting

paper receipts and expense reports.

Before

Our accounting software is disrupting how

corporate finance departments do business.

1. Utilize

2. Leverage

3. Impactful

4. Next-generation

5. World-class

6. Solution

7. Drive

8. Leading

9. Enable

10. Actionable

11. Robust

12. Journey

The Dirty Dozen

With a special mention for Disrupt

But wait,

there’s more…

20 banned words from Econsultancy’s blog

https://econsultancy.com/blog/66631-20-banned-words-from-the-econsultancy-blog-and-

their-alternatives/

17 words to stop using on your landing pages

http://unbounce.com/landing-page-copywriting/17-words-to-stop-using-on-landing-pages/

The 8 most overused words in PR and marketing

http://www.verticalresponse.com/blog/the-8-most-overused-words-in-pr-and-marketing/

The big list of 189 words that convert

https://blog.bufferapp.com/words-and-phrases-that-convert-ultimate-list

For further reading

Thank you

www.hardingmarketing.com @HardingMktg