Does It Still Work? Words to Avoid When Copywriting

Many good writers will tell you that innovation is the key to good copywriting, but a good writer knows that in order to connect with his or her reader, a string of familiarity needs to be woven throughout any new idea. Developing a relationship with your reader plants stock in your fresh idea, so utilizing personal anecdotes, pop culture references or political satire lays a foundation for that connection. Finding that link between writer, reader and subject is the hallmark of a good copywriter and positioning that association correctly is the difference between a site with subscribed readership and a site that may as well be lost in cyberspace for good.

However, readers are quick to pick up on a connection that is contrived or a writer who is completely out of touch. You’ve probably heard the phrase “write what you know,” since the first time you even entertained the thought of being a writer. However, those of us who earn our livings as writers know that “writing what you know” is a luxury. Sometimes we’re forced to write in an unfamiliar voice. If you aren’t a professional boating expert or cheerleading consultant, trying to come across as such without doing your research will be transparent to even the most casual reader.

Imagine if you were browsing your favorite online entertainment magazine and came across an article in which the writer non-jokingly used the phrase “Waaazzzzuuuupppp,” or “Who’s your daddy?” The writer would instantly lose any creditability she had developed with you and chances are that you would not finish the article, much less fully appreciate her message. While these examples are extreme, it’s the not-so-extreme overly used phrases you should really be avoiding.

Need a frame of reference? Lake Superior State University just published their “33rd annual List of Words Banished from the Queen’s English for Misuse, Overuse and General Uselessness.” Over 2,000 phrases spent the better part of 2007 irking linguists everywhere and paid the price by landing a nomination on the LSSU 2008 list. The nominees were narrowed down to a manageable list of the most overemphasized offenders. These phrases that were made popular last year by news, advertising, technology and pop culture had their 15 minutes of fame, but propagating their use in your writing will most likely leave your readers irritated and your editor looking for a new feature writer.

33rd annual List of Words Banished from the Queen’s English for Misuse, Overuse and General Uselessness

PERFECT STORM

WEBINAR

WATERBOARDING

ORGANIC

WORDSMITH/WORDSMITHING

AUTHOR/AUTHORED

POST 9/11

SURGE

GIVE BACK

‘BLANK’ is the new ‘BLANK’ or ‘X’ is the new ‘Y’

BLACK FRIDAY

BACK IN THE DAY

RANDOM

SWEET

DECIMATE

EMOTIONAL

POP

IT IS WHAT IT IS

UNDER THE BUS

For more information about the Lake Superior State University banned words and phrases list, and to see full descriptions of why the above phrases made the 2008 list, read the full article at http://www.lssu.edu/banished/current.php.

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