10 Advertising Words to Avoid in 2009

4. Very. Does a message sound more compelling with "very" in it? Is "When you need very fresh flowers, call ABC Florist," more effective than "When you need fresh flowers, call ABC Florist"? If you answered, yes, reread the last paragraph.

5. That. Once you finish writing copy for your ad or marketing piece, reread it and make note of every time you use "that" in your copy. Chances are, you can delete 90% of them because "that" is a filler word that doesn't advance the consumer through the message. Instead, it slows down time-strapped consumers. Deliver the messages your audience is likely to respond to, and deliver them quickly.

6. A Lot. Don't use vague copy with words like "a lot" that do nothing to differentiate your business from your competitors. Instead, quantify your messages. If you offer 20 varieties of roses in your flower shop, say so. If you respond to customer service calls within five minutes, tell people. Which is more compelling: "You can choose from a lot of shoe styles at Sally's Shoe Boutique" or "You can choose from more than 100 shoe styles at Sally's Shoe Boutique"?

No doubt, "100 shoe styles" is more intriguing than "a lot of shoe styles." A lot can mean different things to different people. Don't leave room for guesswork in your copy. Make your messages extremely clear with no room for confusion.

7. Opportunity. You're not helping anyone when you offer "opportunities" in your copy. Consumers don't want opportunities. They want to feel confident handing over their hard-earned money. They want to know they'll get the results they want and need, not the opportunity to perhaps get those results. Don't let them wonder what they'll get when they pull out their wallets. Tell them.