**_“Words aren’t content, they are code. Code that tells people whether to pay attention, or not. Whether to listen to you, or not. Whether to buy from you, or not”_ Ashley Ambirge, Copywriter, [TMF Project](https://www.themiddlefingerproject.org/ "middle finger").**
No matter what your organisation does, whether you sell a product or you champion a cause, you use words to connect with your audience.
So you want to use words that influence the way others, think, feel and act.
You can’t afford wishy-washy [brand language](http://inkspiller.co.uk/blog/archive.php?cat=brand-language "brand lang tag") or to say the same things as everyone else. The world is just too busy for that.
And if you do end up using the same words as everyone else? Then you will simply blend into the background and go ignored.
**These 26 words and phrases in particular are so vague, overused or vanilla that they will not do your organisation justice and worse, may even prompt potential customers to click the ‘back’ button.**
Very<br>
Good<br>
Awesome<br>
Amazing<br>
Great<br>
<br>
Add value<br>
Deliver ROI<br>
High return on investment<br>
Maximise return<br>
Optimise<br>
Accelerate growth<br>
<br>
Pioneer<br>
World leading / world class / industry leading<br>
State of the art<br>
Top class<br>
To the next level<br>
<br>
Superior<br>
Quality<br>
Great service<br>
Professional<br>
Efficient<br>
<br>
Integration<br>
Synergy<br>
Solution<br>
Fully integrated<br>
Scalability<br>
<br>
**Confession time... we are guilty of having used these words too.**
In writing this list we hope to remind ourselves of how stale they really are.
More than that, we want to inspire ourselves to reach further for more expressive, specific and creative language in everything we write.
We hope it helps you to do the same.
**PS. Next week we’ll be sharing 13 wacky words that make you fade away, not stand out.**
