How many times have you looked for something and read a claim that it was #1?

I see it all the time and often wonder how the company marketing the particular product or service, came to this conclusion. Do they really think that consumers are naïve enough to believe the claim just because it is written in an advertisement?

Today, more so than ever, consumers are skeptical and want to know the truth. If someone or something is being labeled as #1, there better be some evidence to support it. Otherwise, the consumer will view it as another tired old claim and very likely be turned away.

Kim T. Gordon recently had an article published on Entrepreneur.com, Word to the Wise, that describes this overused “word crime” as well as many others that should be avoided when writing marketing copy.

A few highlights from the article of words used in claims that are so overused they are almost meaningless:

• Solution. You better have one ready.

• Amazing. How many are really amazing?

• Quality. Is that relevant? Quality is an expectation not a benefit.