Top 10: Marketese – Marketing words to avoid

Don’t use meaningless marketing words like ‘best’, ‘greatest’ or ‘incredible’. People are smart (mostly), and if not smart then they’re sceptical. When writing for the web (or any marketing copy) using words like ‘the best…’ or ‘amazing’ is a waste of space and damages your keyword ratio.

Compare the meerkat

Compare The Market’s recent (and still current) ‘Compare The Meerkat’ campaign has undoubtedly become engrained in the minds of the UK public. On a recent trip to London Zoo, guess what everyone was saying near the meerkat enclosure? Three months ago, would we have been able to buy meerkat garden ornaments? 

The reason why it’s a success: