Cut the Crap! 3 Phrases to Cut from Your Marketing Copy

Good marketing copy is about clarity and engagement.

You need to grab people’s attention, communicate what’s important — and get rid of everything else!

As a marketer, I’ve got a few pet peeves when it comes to copywriting: useless phrases that even the biggest brands use.

Clean up your messaging by cutting these three (almost) useless phrases from your brand messaging and marketing copy (With some helpful AI illustrations!)

1. Unnecessary “Dedication”

“We’re dedicated to [fill in the blank].” Ugh. This is a phrase that sounds fancy and official without saying anything at all.* Nobody really cares about “dedication;” they care about action — they care about results. It’s time to walk the talk.

Why say:

“We’re dedicated to making the best products on the market.”

When you could simply say:

“We make the best products on the market.”

*Caveat: You could make an argument for dedication to a cause like, “We’re dedicated to ending human trafficking.” That’s a long-term mission that requires dedication and complex solutions.

I asked Adobe’s Firefly AI what true dedication looks like. (P.S. Where is that extra arm coming from?)

2. Misplaced “Passion”

There’s nothing wrong with passion, but phrases like “we have a passion for” are unnecessarily long and can feel cliche. Why? Often “passion” refers to the brand’s passion, not the customer’s. Do your customers care if YOU have a passion for widgets? Probably not. They care if your widgets actually work.*

Instead of saying:

“We have a passion for creating amazing widgets.”

Maybe just say:

“We create great widgets for these specific applications.”

*Caveat: I’m much more ok with seeing passion in creative industries. Do you have a passion for great food? Fine art? Or hand-crafted instruments? That passion creates an empathy connection with your customers’ passion.

True passion (according to AI).

3. Ambiguous superlatives (“revolutionary,” “innovative,” etc.)

Ambiguous superlatives are often thrown around without substantiating what makes the solution truly unique. Are you genuinely disrupting the market, or are you simply improving upon an established idea? Being more specific adds credibility and clarity to your marketing message.

Instead of saying:

“Experience our revolutionary solution that will transform your business.”

You can provide specific details:

“Our [unique feature] reduces maintenance time and material costs.”

Marketing is full of completely overused superlatives. Don’t just tell them you’re awesome; show them why you’re awesome.

That’s a superlative business plan right there (according to AI).

Let’s sum it up

At the end of the day (just kidding, let’s not use that phrase either) good brand messaging is about action and clarity.

I’m not saying you can never use these phrases; but you should make sure they actually mean something.

Don’t try to win your customers with words alone. Use those words to show them how you’re going to make their life better.

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Lucas Forsythe

Lucas Forsythe serves as the Principal of Blue Griffin Marketing, directing its branding, design, and content marketing projects.