22 words to avoid in your copy (and what to use instead)
A quick list to help you communicate more inclusively
2 min readJul 29, 2024
The words we choose in our marketing and business communications matter more than ever.
Why?
Inclusive language helps to:
- Broaden your audience reach
- Show respect and sensitivity to diverse groups
- Avoid unintended negative connotations
To help you navigate this, here's a list of 22 potentially problematic words and phrases commonly used in marketing copy, along with more inclusive alternatives.
22 Words to Avoid in Your Copy
- “Revolution” or “Revolutionize” → transformation, innovation, paradigm shift.
- “Bible” (as in “sales bible”) → essential guide, manual, comprehensive resource.
- “Commandments” → principles, guidelines, core rules.
- “Crusade” → campaign, initiative, mission.
- “Evangelist” → advocate, promoter, champion.
- “Zealot” → enthusiast, passionate supporter, devotee.
- “Cult” following → fan base, passionate customer community, loyal audience.