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Overused words in press releases

Posted by Michael Bloch in web marketing (Saturday September 18, 2010 )

I’m guilty of using particular buzz words in press-release type blurbs and it seems I’m not alone. It appears certain words appear regularly in press releases.

Buzz words are great while they are still buzzing, after that they become a little lame in that they have little effect on the reader. One that springs to mind I use regularly is “leader” or “leading”. Some of it is habit, some of it is just laziness; not being bothered to dig around my brain for something a little fresher and dare I say it “unique” (another over-used word).

Here’s a few more: solution, exclusive, user-friendly, ROI and outside the box. In fact there’s a bunch more – some are listed here.

I guess some words classified as being over-used do feature heavily simply because it’s difficult to describe something in another way, particularly when trying to amp up the description; but the whole point of a press release is to make your product or service stand out from the crowd. If it’s liberally peppered with overused words, then that doesn’t help your cause.

Unlike back in the old days (15 years ago), you don’t need to carry around a copy of Roget’s Thesaurus – help is a few keystrokes and mouse clicks away at Sometimes you just don’t need to use the word at all – for example, “leading” – as I’m not sure if it has any impact on readers these days anyway.

Pick up some more press release tips.


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