Discount & Deal Language

Avoid these if: You charge fair/premium prices, compete on quality not cost, or want to avoid price-shoppers

Hype & Superlatives

Avoid these if: You're understated, professional, or let results speak for themselves

Fear & Catastrophe Language

Avoid these if: You differentiate by being calm, educational, or non-alarmist

Pressure Tactics

Avoid these if: You're consultative, patient, or compete against high-pressure sales companies

Vague & Unsubstantiated Claims

Avoid these if: You want to be credible, specific, or avoid generic marketing speak

Corporate Jargon

Avoid these if: You're down-to-earth, accessible, or serve residential customers

Casual Slang & Over-Informality

Avoid these if: You maintain professional boundaries or serve business clients

Diminutives That Undercut Expertise

Avoid these if: You want to honor the skill required or avoid setting false expectations

Sales & Marketing Cliches

Avoid these if: You want to sound authentic, specific, or differentiated

Passive & Wishy-Washy Language

Avoid these if: You're confident, authoritative, or give clear recommendations

Overused Tech Buzzwords

Avoid these if: You're traditional, proven-methods focused, or avoid hype

Filler & Fluff

Avoid these if: You value concise, direct communication

Negative Competitor Language

Avoid these if: You want to stay positive, focus on yourself, or avoid seeming defensive

Manipulative Scarcity

Avoid these if: You're honest, transparent, or avoid sales manipulation

Gendered or Dated Language

Avoid these if: You value inclusive language

Use instead: technician, contractor, professional, specialist, team members

Over-Apologetic Language

Avoid these if: You're confident and direct; apologize only when genuinely needed