Over the years, I’ve seen numerous lists of words overused in press releases or other marketing materials. Today, I’ve come up with my own list of terms I see overused in college recruitment marketing brochures, advertisements, and websites.
If you really want to set your school apart from others, avoid using these words and phrases that others use.
- Small class sizes (most overused!)
- Hands-on (often used in phrases like hands-on research, hands-on experience, hands-on education)
- State-of-the art
- Personal attention (also personalized attention)
- Rigorous academics
- Award-winning (usually pertains to faculty or the overall university)
- Conveniently located
- Quality education
In most cases, adjusting the copy slightly can help you avoid these overused terms.
Give concrete examples of the “hands-on” work students do in a laboratory or classroom. Tell me what supercomputer or specific top-of-the-line microscope you have instead of telling me you have “state-of-the-art” facilities or labs. Provide examples, quotes, or anecdotes that show experiences that differentiate your college’s offerings from other colleges, rather than just calling your services or offerings “unique.”
Additionally, if you’re looking for words to replace these overused ones, check out Rhyme Zone, an excellent free online thesaurus that provides not only synonyms, but also related words. Even if you don’t use any of the words they suggest, it may help you brainstorm and provide the creative inspiration you need.
How do you avoid using overused terms in your marketing materials? Leave a comment on this post or tweet me @DanasCreative on Twitter.
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About Dana’s Creative Services
Dana’s Creative Services is a writing and editing services company that helps businesses communicate better with their target audiences. Dana McCullough, owner of Dana’s Creative Services, writes and edits copy for brochures, newsletters, websites, blogs, magazines, and books. Her clients include universities, nonprofit organizations, magazine publishers, and book publishers nationwide. Dana has a bachelor’s degree in journalism and frequently writes and edits copy on higher education, genealogy/family history, health, and business topics. Twitter: @DanasCreative