Quick Tip:
Words to Avoid From Herschell Gordon Lewis

It’s axiomatic that to make a strong connection with your prospect, you must eschew certain words.

Let’s try that again.

Here’s a rule of copywriting you should never break: If you want to make a personal connection with your prospect, you must avoid certain words and phrases.

Some of these words seem obvious. Words like “axiomatic” and “eschew.” But at this year’s FastTrack to Success Bootcamp, master marketer Herschell Gordon Lewis pointed out others that can sneak into your copy.

Here are 15 of those sneaky words, along with better alternatives. (Note: Words to avoid are usually – but not always – longer than their better alternatives.).

  • omit – leave out
  • commence – begin
  • utilize – use
  • receive – get
  • fortunate – lucky
  • error – mistake
  • shall – will
  • however – but
  • we would like to – we want
  • incur no risk – risk-free
  • circular – round
  • purchase – buy, OWN (even better)
  • requested – asked for
  • perhaps – maybe
  • humorous – funny
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Published: November 20, 2006

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