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So as marketers and PR people we all have our language usage pet peeves. I had fun reading an article from PR News about words that haunt PR pros and it got me thinking. So in honor of the recent Thanksgiving holiday. Here are my top turkeys – those words and phrases I think are overdone and dried up. Stick a fork in ’em, they’re done.

Premier – It’s become so common in credit union marketing that it’s lost its meaning and impact. Unless you’re actually truly the first, this word should be avoided. Try clear, strong adjectives instead like best or outstanding.

Maximize –As in return or profits, etc. Whatever happened to increase or improve?

Going forward – Well I hope we’re all going forward and not backward. How about ”in the future?” Or specifying a time period, like “over the next few months…”

Real time – What is unreal time? Enough said.

Innovative – We all want to be innovative, but it’s hard to claim this unless your really, truly the first to market with your offering.

Leading provider – This is just too stodgy and boring. Instead of saying “leading”, why not give real stats about the use of your services. That would be truly impactful.

How about you? What words or phrases are on your list?