We all have those words and phrases that become go-tos when putting fingers to keyboard. Some are natural, while others can subconsciously take over your vocabulary — and really water down your copywriting.     

In the case of branded articles and SEO pieces, it’s important to keep the content concise, clever, and cohesive. But you also want to be entertaining, sprinkling in some of your own personality throughout.     

With that in mind, I’ve got a few suggestions that might make your next draft feel a little bit smoother. Let’s go through some all-too-common copywriting phrases you might want to avoid when writing your next piece.

1. “At the end of the day”

It’s never really the end of the day, is it? This expression means virtually nothing, while attempting to sound final and absolute. It’s one of those ultra common clichés that plenty of people use day-to-day (no pun intended) but it’s just transitional filler. At the end of the day, let’s eradicate it.

2. “Next level” 

If there’s no official level discussed, like the ones in the 1991 gameplay of Sonic the Hedgehog, then you can afford to scrap this tired expression, along with its close cousins “evolved”, “reimagined”, and “game-changer”. It’s a lazy phrase to describe a vaguely improved offering — and there’s almost always a better, more persuasive way to prove your point.

3. “At company x, we believe _______.”

Every time you see or hear this expository copywriting crutch, take a shot. Instead of telling a real story, this phrasing reads like a ChatGPT mission statement. And does your entire company really embody that belief? Do they actually back it up? Talk is cheap, and so is this turn of phrase.

4. “And so on, and so forth” 

If you hit this phrase, you’ve gone six words too far. Focus instead on emphasizing your point with a stronger conclusion.

5. “Firstly”, “Secondly”, “Thirdly”… 

Well-organized writing should flow naturally – that’s why terms like “firstly”, “secondly”, or “thirdly” can be tossed. Sure, they list what’s coming up in chronological order, but do we need to say it? Nah, just say what’s next! It can make the article sound monotonous, less interesting, and more of a chore to get through. Consider dynamic transitions like “consequently”, “notably”, or “ultimately”.

6. “Act now!”

Overly urgent CTAs can give your copywriting an unwanted ShamWow/Slap Chop vibe. There’s other techniques you can apply that sound less demanding. Try concluding terms like “Get in on the action” or “Seize the chance” that paint a better picture and allow the audience to choose for themselves.     

And that’s the word on the street about words that don’t pack the heat. Are there any other copywriting phrases you’d love to see less of? Shoot me a message and we’ll rant about it.