In real estate marketing copy, as in conversation, some words attract and some repel or annoy.
You've probably noticed that different groups of people are prone to use words that annoy YOU - even though the speaker or writer had no intention to do so.
I was reminded of this yesterday when my son was here and had the TV tuned to the ghost hunter show. I mentioned that the show was entertaining, but I could not really appreciate the main character because of his constant use of the word "dude" when talking to his crew. To me it makes him sound juvenile and "sorta stupid." And... it annoys me. I would never hire someone who addressed others as "dude."
To someone in a younger generation that word is probably commonplace, and not the least annoying. (But then again, to many in a younger generation, so is that offensive f-word.)
I was reminded again this morning when I read Bob Bly's message. In one of the snippets he advised against using the phrase "crush it." I agreed. For me, that phrase brings up images of violence, aggression, or rejection - which I don't think are attractive in a business environment.
Equally obnoxious (to me) are statements like "We'll hold his feet to the fire" when talking about an upcoming interview with a supposed expert and "drill down" when they mean they're going to get to the root of a problem or a solution.
With the exception of noticing generational differences, none of us can predict what words or phrases might annoy another person.
My own pet peeve word as of December 2017: Hacks. Since I wrote this nearly 3 years ago, the word "hacks" has come into use to mean tips or instructions on ways to do things. (I think.) For whatever reason, that word annoys me so much that I instantly delete any email with the word in the subject line. And if I click on something and the first sentence promises me "hacks" I'm out of there in a flash.
Do YOU have a word that makes you turn and go the other direction?
What we CAN do is stop and think about the possible mental images created by the words you choose. Do they enhance what you're trying to say or are they somehow discordant? Do they make you appear professional - or immature - or thuggish (as with crush it).
By the way... if you haven't signed up for Bob's emails, and if you're interested in marketing, I suggest you get yourself on his list. I promise, you'll learn a lot about writing good marketing messages, and marketing in general. Just go to www.bly.com to find the enrollment form.
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