How to sound less boring online

Do you find yourself relying on the same words and phrases in all your company content, just because they’re the same words and phrases everyone else uses? Try these simple but effective word switches instead.

‘Inventive’ instead of ‘Innovative’

Since every company claims to be doing something ‘innovative’, it tends to be considered rather an empty, generic word with little value. ‘Inventive’ is a lesser-used but equally powerful word.

‘Imaginative’ instead of ‘Unique’ or ‘Ground-breaking’

Few things are truly that ‘unique’ or ground-breaking these days. A product can more easily be ‘imaginative’ than ‘unique’ and it’s one of those words that has really lovely, uplifting connotations.

‘Creative’ or ‘Intelligent’ instead of ‘Exciting’ or ‘Revolutionary’

Booking a holiday to the Caribbean is exciting. Jumping out of a plane is exciting. The launch of a new app that does something similar to numerous other apps? Great, yes – but not really, genuinely exciting. As with the point above, ‘creative’ and ‘intelligent’ are more relatable and authentic words to use.

‘Multi-faceted’ instead of ‘Comprehensive’

‘Comprehensive’ often creeps into the descriptions of most products or services that tick multiple boxes in one solution. It’s a descriptive but rather flat word; ‘multi-faceted’ has more sparkle to it.

‘Versatile’ instead of ‘Powerful’

When ‘powerful’ is used in reference to a product, it usually just means it’s capable of doing more than just one thing – ‘versatile’ is a strong alternative.

‘Thankful’ or ‘Proud’ instead of ‘Delighted’ or ‘Thrilled’

This applies to quotes and press releases, where MDs and spokespeople are always predictably ‘excited, delighted or thrilled’ with their new product / hire / contract / partnership etc. ‘Thankful’ and ‘Proud’ sound more humble and authentic.

And also…

Here are a few more words and phrases to avoid…

Leveraging – lots of companies ‘leverage key methodologies’ and various other things – but it’s one of those antiquated words that’s been repurposed by Silicone Valley to sound impressive, when it’s really just another way to say ‘use’.
Utilise – ‘utilise’ is another overly complicated way to say ‘use’ – it’s unnecessary in almost all circumstances.
Customer-focussed – surely there aren’t any private sector companies who aren’t customer focussed.
Harness – as in ‘our new app harnesses cloud technology’ etc. ‘Use’ would work fine instead.
Solution – far too overused.

And finally, here are some delightful and meaningful words to try and incorporate into your next piece of content…