My good friend Suzanne Ross of The Aerie Company sent this link to me a few days ago. (Sorry, I've been off on holidays for five weeks, and just now getting back to a keyboard.)
As background, Adam Sherk - a search and PR strategist for Define Search Strategies (owned by The New York Times Company) - analysed the number of words used in press releases archived on PRWeb over the past four years. "Leader" and "leading" were the two most used words. I've included the top 20 words below, or click on the link above to see the entire list.
Used together, the words really do repel the reader. ("As the leader of our industry, we at Acme are leading yet again by producing the best and most unique solution from the most innovative team of innovators with award winning exclusive technology.")
It reminds me of something that John Bennett (my first journalism teacher at the University of Iowa) said in one the early classes: "It's easy to select a word to use, but far more difficult to select one with impact."
- Leader
- Leading
- Best
- Top
- Unique
- Great
- Solution
- Largest
- Innovative
- Innovator
- Award winning
- Exclusive
- Premier
- Extensive
- Leading provider
- Innovation
- Real-time
- Fastest
- Easy to use
- Dynamic
