1. "Teach"
Example:
"Over the next hour, I will teach you..."
Why customers hate
It: "Teach" conjures an image of a grade school teacher droning on
about something that's not very interesting.
What to say
instead: "In this webinar, I will share..."
Why this works
better: "Share" implies that what you've got to say is valuable
enough to consider keeping to yourself.
2. "Learn"
Example:
"During this session, you will learn..."
Why customers hate
it: "Learning" something takes time and energy, both of which are in
short supply in the business world.
What to say
instead: "During this session, you'll discover..."
Why this works
better: "Discovering" something is usually a happy accident that
doesn't require much effort.
3. "Details"
Example: "If
you're interested, I can provide additional details."
Why customer hate
it: "Details" by definition are unimportant and trivial. Why would
anybody be interested in them?
What to say
instead: "If you're interested, I can share additional insights."
Why this works better:
"Insights" by definition are unique and valuable. How could anyone
not want more of them?
4. "Case Study"
4. "Case Study"
Example: "Our website has case studies showing
how..."
Why customers hate it: "Case studies" is
academia-talk and reeks of tedium. The word "study" implies time and
effort. Ugh. The word "case" implies legal action. Double ugh.
What to say instead: "Our website has success
stories of how..."
Why this works better: Storytelling is what makes us
human. Everyone likes hearing a story with a beginning, middle, and happy
ending ("success!").
5. "Guarantee"
Example: "We offer a money-back guarantee..."
Why customers hate it: The term "guarantee"
has been "fine print" abused for so many years that it smacks of
hucksterism.
What to say instead: "We will refund your money
if..."
Why this works better: "Refund" is an actual
promise of what customers can expect if they're not satisfied.
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