Stop Marketing Fluff: Write Copy That Actually Converts
Most marketing messages packed with words like “innovation,” “proven track record,” and “revolutionize” leave people asking:
What does this company actually do?
When every AI tool churns out the same tired words—“thrilled,” “unleash,” “seamless”—your message blends into the noise.
It’s time to rethink how we communicate.
Here’s how to fix it:
The AI Problem: Copy-Paste Culture
Generative AI tools have made content creation faster, but they’ve also introduced three major issues:
Echo chambers
AI tools recycle clichés like “thrilled to announce” or “seamless experience,” creating a loop of meaningless language.
Lost differentiation
When every SaaS platform claims to “revolutionize workflows,” it becomes impossible to tell who’s actually innovating.
Cultural tone-deafness
Generic terms like “empower” or “elevate” fail to connect with diverse audiences.
For a deeper exploration of balancing data-driven decisions with creative brand building, read our guide on marketing creativity versus data-driven brand building.
The Fix: Use AI as an Editor, Not a Writer
AI is great for efficiency.
But it shouldn’t write your brand’s voice.
Train models on your own high-performing content and competitor gaps instead of relying on default industry jargon.
Tools like Writer[.]com can enforce custom style guides that ban empty phrases while keeping your messaging authentic.
Proof It Works: A fintech brand swapped out "seamless onboarding" for "Get started in 3 minutes—no finance degree needed."
The result?
A 29% increase in conversions. Simple language works because it speaks directly to what customers care about.
Discover how to effectively leverage AI tools while maintaining authenticity in our AI marketing productivity guide.
Beyond Buzzword Bans: A Framework for Authentic Messaging
AI tools often default to overused words like “thrilled” and “unleash.”
These terms make your content feel robotic and insincere.
Instead, follow this framework to create messaging that resonates:
Learn more about which terms to remove from your copy in our comprehensive guide on marketing jargon and buzzwords to avoid.
For more examples of successful B2B communication strategies, explore our guide on B2B marketing strategies that work.
Talk Like a Human, Not a Robot
Want your messaging to stand out? Stop using corporate jargon that says nothing.
Instead, focus on clarity and connection.
Here’s how:
Replace “Our robust solution” with “This tool helps you [specific result].”
Swap out “Leveraging big data” for “We noticed your customers tend to...”
Ditch “Revolutionary platform” for “Here’s exactly how this saves you time.”
Words like “empower,” “unlock,” “harness,” and “seize” have lost their impact.
Write as if you’re explaining something to a friend—it’s more relatable and builds trust.
When you use plain language, you don’t just sound more human—you connect with real people.
Quick Wins: Words to Drop Today
These overused terms have lost their impact—here's why you should remove them from your copy:
Unlock
When every product claims to "unlock potential" or "unlock success," the word becomes meaningless.
Instead, explain exactly what your product helps people do.
It's more relatable and builds trust.
Empower
This generic term fails to connect with diverse audiences.
Replace it with specific outcomes your customers can achieve.
Harness
Like "empower" and "unlock," it's lost its impact.
When you use plain language instead, you don't just sound more human—you connect with real people.
Seize
Another vague call to action that says nothing concrete.
Stop using corporate jargon.
Instead, focus on clarity and connection.
So, if these words are still in your copy, it's time for a refresh.
Speaking of quick wins…
Want to fix your cold emails too?
Teams using the Cold Email Mastery Course see:
→ 50% higher open rates in 2 weeks
→ 25% more replies after 5 emails
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Your 90-Day Plan to Clean Up Your Copy
Here’s how to overhaul your messaging in three months:
Month 1: Run a Jargon Autopsy
Use tools like Clearscope or MarketMuse to flag overused terms in your content.
Complete content audit across all channels
Identify the top 20 overused terms specific to your industry
Create a "banned words" list for your team
Benchmark current conversion rates for later comparison
Month 2: Build Your Bridge Lexicon
Interview sales and support teams to identify customer-specific pain points and preferred language.
Collect 50+ actual customer phrases and pain points
Create a shared document of customer-approved alternatives
Train team members on new language guidelines
Start A/B testing new copy against old versions
For insights on measuring marketing success beyond standard metrics, check out our underrated marketing metrics guide.
Month 3: Implement and Measure
Implement dynamic glossaries using tools like Acrolinx to enforce approved terminology across all channels.
Roll out new copy guidelines across all channels
Monitor performance metrics (CTR, conversion rates)
Document wins and lessons learned
Create a final style guide for ongoing use
The Bottom Line
Want to know if your language is working?
Test it.
See what resonates with your audience.
The problem isn’t always the words themselves—it’s using them where they don’t belong.
In marketing, clear beats clever every single time.
💡 Start Driving More Leads Today
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For Companies
Need help crafting messaging that drives leads and attracts customers?
Email us at: convert@marketersremote.com
We'll help you:
Get a free copy audit to identify lead-generating opportunities
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Implement proven frameworks that drive real results
Send "Human Copy" in your subject line for a detailed proposal within 24 hours.
🔒 Premium Content: Advanced Copy Frameworks
Join hundreds of marketers who’ve transformed their messaging with our premium tools.
Here’s what you’ll get:
Complete Swipe File: High-converting alternatives for common marketing phrases to make your copy stand out.
50+ Before/After Examples: Real-world results from successful brands, like a 52% increase in demo sign-ups and a 63% boost in trial conversions.
Custom Templates: Ready-to-use frameworks for emails, social media, and landing pages tailored to your audience.
Monthly Copy Reviews: Get personalized feedback and actionable advice from our expert team with 24/7 email support.
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