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Our recent list of the 25 most overused words and phrases in press releases inspired a lot of feedback along with requests for alternatives.
We put out a call to several PR pros for worthy alternatives, and they all reported that it’s difficult to replace one overused word or phrase with a better one without any knowledge of the product or service they would be describing.
Nevertheless, the original list of 25 and their alternatives regularly appear in copy—presumably in cases when the author is well-versed in the subject at hand.
Our advice: Try to restrict your use of all adjectives and focus on the specific benefits of a product or service. That will force you to cut down on the “exclusives” and “best of breeds.”
| 25 Overused Words and Phrases | 25 Alternatives |
| Announced | Reported |
| Authentic | Certified, verified |
| Award-winning | Prestigious |
| Best of breed | Rated best in its class by____ |
| Cross platform | Integrated, compatible, universal |
| Cutting edge | Progressive |
| Exciting | Compelling |
| Exclusive | Matchless |
| Groundbreaking | New technology, new value proposition |
| Impact | Influence |
| Improved | Enhanced |
| Innovative | Progressive |
| Launched | Unveiled |
| Leader/leading | Ranked number one by____ |
| Leverage | Apply |
| Next generation | Updated, revised |
| New | Fresh |
| Proactive | Forward-looking |
| Proud to announce | Released |
| Revolutionary | Streamlined, more effective, more efficient |
| Solution | Result |
| State of the art | Modern |
| Unprecedented | Unparalleled |
| Up and coming | On the rise, one to watch |
| Unique | Distinct |
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