22 words to avoid in your copy (and what to use instead)

A quick list to help you communicate more inclusively

Photo by MJ S on Unsplash

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

1. “Revolution” or “Revolutionize” → transformation, innovation, paradigm shift.
2. “Bible” (as in “sales bible”) → essential guide, manual, comprehensive resource.
3. “Commandments” → principles, guidelines, core rules.
4. “Crusade” → campaign, initiative, mission.
5. “Evangelist” → advocate, promoter, champion.
6. “Zealot” → enthusiast, passionate supporter, devotee.
7. “Cult” following → fan base, passionate customer community, loyal audience.