The Hidden Cost of Overblown Language
Adjectives should strengthen writing, not weaken it. But in marketing, branding and business communications, adjectives often do more harm than good. A few well-placed descriptors can enhance clarity, but when every product is cutting-edge, every solution is revolutionary and every offer is unparalleled, these words start to lose their meaning.
These terms might sound impressive at first, but when overused, they become meaningless filler. Customers have heard these claims so often that they instinctively tune them out.
Addressing real customer concerns is effective, but relying on disingenuous phrases can erode trust. Genuine communication is key to lasting connections because people respond to honest communication, not empty rhetoric.
The overuse of adjectives comes with a hidden cost, which many brands don’t realize they’re paying. Here’s why loading up your copy with adjectives might be working against you instead of for you.
They Weaken Credibility
Phrases like best-in-class and world-leading sound good, but without proof, they come off as empty claims. Customers don’t trust vague superlatives. They trust specifics. If your product is truly groundbreaking, what makes it so? If it’s the ultimate solution, for whom? Adjectives without supporting details feel like filler, making readers skeptical rather than convinced.
Instead of: Our premium, industry-leading software streamlines your workflow.
Consider: Our software automates reports, reducing admin time by 40%.
They Create Clutter
Too many adjectives slow readers down. Compare these two sentences:
-
This cutting-edge, all-in-one marketing platform provides seamless automation for modern businesses.
- This platform automates marketing tasks, so businesses save time.
Fewer words, clearer message.
Overuse Diminishes Their Impact
If everything is unmatched and extraordinary, nothing stands out. Adjectives should add emphasis, not fuse everything into a wall of hype.
Instead of: Our exceptional, custom-tailored services guarantee unmatched results.
Consider: We tailor our services to your business for real results.
They Distract From Proof
Adjectives often replace facts, weakening persuasion. Instead of claiming a product is top-tier, show what makes it great.
Instead of: Our innovative, world-class, premium-grade solution will completely transform your workflow!
Consider: This software reduces manual work by 50%, saving you time every week.
Recognizing and Removing Empty Adjectives
A brand that lets results speak for themselves is far more persuasive than one that piles on superlatives. Instead of throwing in every buzzword, highlight the actual benefits — what makes your product different, useful or better. If a phrase sounds like it belongs in a tech startup pitch deck rather than a real conversation, it’s probably worth cutting.
Instead of: Our innovative, world-class, premium-grade solution will completely transform your workflow!
Consider: This software reduces manual work by 50%, saving you hours every week.
Cut the Puff
If an adjective doesn’t add clarity, proof or meaning, cut it. Strong copy is direct, specific and built on value, not fluff. Next time you write marketing copy, take a second look at the adjectives. Ask yourself:
- Does this word add meaning, or is it filler?
- Would this message be stronger if I replaced the adjective with a fact?
- Does this sound like something people actually say, or is it just marketing fluff?
If the answer to any of these questions makes you hesitate, the adjective might not be helping you. It might be hurting you.
Adjectives themselves are not the problem; overuse is. Effective copy delivers value through precision, not exaggerated language. Saying what matters is more important than saying more.
If it doesn’t strengthen the message, leave it out.