Words that have lost their superb



Here are the words to avoid for not doing a flop:

Here are the words to avoid for not doing a flop, some are in fact so used that they no longer have any value and they are really many, but I'll give you a summary.

"Exceptional", "super", "incredible" and "exclusive", and so on…

Here you give a little (or much) the impression that your product is in no way ' exclusive, exceptional or amazing etc. ». Opposite effect guaranteed! With bonus, a client who feels superficial, overpriced, and commercial speech and suddenly, begins to be suspicious and takes what you say later with tweezers… It's stupid, eh!

Suggestion: Talk instead about the functionality or feature that makes your product unique. There's nothing better than the facts to convince!

"Good business","opportunity","opportunity not to be missed"

This is an expression that, like that, expected to attract the customer, but, in fact, makes you pass for a self-centered. These expressions refer to your product, and you pose as an opportunist. You pretty quickly give the sensation to the client that you want to buy, and fast!

Suggestion: Avoid!

"Innovative", "innovative"

Not really convincing. If you are really innovative, no need to say, shout it high and strong. You, a point thats all. It should be obvious… As obvious as Apple products. By the way, have you ever heard Steve Jobs use his terms? The answer is no… One wonders why, eh!


Are you serious here? A warranty? Since when the guarantees it's really reassuring? In short, don't go on it… 😉 Watch in this video response to the word guaranteed (it's a caricature, but there are real).

Our product is "cheaper"

This expression gives us the impression that your product is cheap so less good quality, or at least of a lesser quality.

Suggestion: Prefer the expression: "more economical".

'Reduction', 'rebate'

So, some commercial, you offer a product and as a bonus, it's your lucky day, you additionally get a reduction!

Your product has a price justified by its quality!

OK, you can be conciliatory or flexible, but from there to propose to start a reduction, it is not terrible. Keep the reduction for the end, possibly for having an argument in the elbow.


Too say amateur rather succeed

"To be honest with you", "frankly" etc.

Once you have uttered this sentence, you can say goodbye to all your efforts that preceded. Why? And because you have just to suggest that before this sentence you were likely to lie or not to say everything in a transparent manner. It's stupid! But you can use it if the client rightly expects a dishonest commercial and want to go for honest.

"You don't take no risk"

The risk is already a stressful Word, actually don't talk no risks but say rather 'you go quiet"

"You won't lose money"

Say rather "' is a worthwhile investment"

"The problem", "your problem", "breakdown", "loss", "accident"

Not terrible as expression. It appealed to enough negative emotions which do not facilitate your task. SFR is the kind of black or prohibited words.

Suggestion: Would prefer the words "challenge", "challenge" or "your dissatisfaction"

"You will not be disappointed"

Still happy, don't say anything or tell with that you will be satisfied or excellent choice.

"You'll have a good surprise"

Already surprise is as hide things, even to say nothing.

"Prospect", "client"

Do not speak of prospect, it casts doubt on your ability to convince them to choose you.

Suggestion: Talk instead of future customers.

Do not talk about customers, not more. This makes the distance between you and them. In addition, they do not want to be 'just' your customers, but much more!

Suggestion: Talk rather of "people you follow" then follow etc. your relationships


No objections talk for sale. It is a pejorative term, that makes your prospective client to think that there may be material object.

"Suggestion: opt for"site-specific see points"."


There also is a commitment term and that sometimes scares and therefore potentially flee.

Suggestion: Talk rather "agree", "accession"

'Buy', 'purchase'

Your customers do not buy. Too commercial!

Suggestion: Your customers have. They have needs and you have solutions.

"Monthly payment"

It is stressful anyway! A fixed deadline, a pick and more… A load.

Suggestion: Call it "monthly investment" even if I grant you that it is just what you want, except an investment, particularly a big car, an Iphone etc.


It insinuates that in fact pay you on the back of your customers. Suddenly, it is unpleasant as feeling.

Suggestion: Opt for the use of the term: 'charge' or 'cost of service. You emphasize that you bring them a service in return for this commission.

"Fare", "price", "cost"

When customers hear the word "fare", they tend to want to compare with other offers. Because, "you never know", there could be better offers with best quality/price ratios or cheaper…

Suggestion: Think to speak of 'investment' or the 'total to invest '.


A bit too formal, too uninviting and therefore the… stressful time!

Suggestion: Ask them their 'agreement', 'approval', 'authorisation' or even if you're a little fun as their "autograph" commercial

Good we could of course expand the list! So, I'll be delighted to read and add your contributions!


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