Writing B2B marketing copy that sounds authentic and human can be surprisingly hard. We've identified 12 words that can make your content "too corporate." We suggest you think twice, and ask yourself if there's a better way, whenever you're tempted to use them.

1. *Or, at least, try to use them a bit less. @HardingMktg
The Dirty Dozen
Purge these 12 words from your
B2B marketing copy.*

2. Word choice can make a huge difference to
your B2B marketing copy.

3. It can be the difference between
sounding authentic…

4. …and sounding like just another
soulless corporation.

5. Hey, wait a minute!

6. If I’m selling to other businesses, why should I
care if I sound authentic or not?

7. Because businesses are just groups of
people...

8. …and people like to buy from other people, not
featureless entities.

9. We suggest you purge the following
12 words from your B2B marketing copy.

10. Or, at least, try to use them a bit less.

11. 1. Utilize

12. You can always substitute use.
Always.

13. Before
He utilized our software to run accounting reports.

14. Before
He utilized our software to run accounting reports.
After
He used our software to run accounting reports.

15. 2. Leverage

16. No one uses this word outside the confines of
an airless meeting room. Ever.

17. Before
We leveraged the cloud so you can utilize our
accounting software through your web browser.

18. Before
We leveraged the cloud so you can utilize our
accounting software through your web browser.
After
We put our accounting software in the cloud so you
can use it with your web browser.

19. 3. Impactful

20. It sounds like it should describe a car crash. It’s
also nonspecific.

21. Before
Our software delivers impactful results to
accounting departments.

22. Before
Our software delivers impactful results to
accounting departments.
After
Accounting departments make 53% fewer
errors when they use our software.

23. 4. Next-generation

24. It suggests that something has improved without
providing any useful detail.

25. Before
Our next-generation software delivers
enhanced spreadsheet upload capabilities.

26. Before
Our next-generation software delivers
enhanced spreadsheet upload capabilities.
After
Version 2.1 of our software lets you upload
spreadsheets from Google Sheets.

27. 5. World-class

28. If it isn’t substantiated, it can feel a bit arrogant.
It’s also usually vague.

29. Before
Our world-class accounting software is used by
leading businesses around the country.

30. After
More than 70 percent of this year’s Fortune 500
use our accounting software.
Before
Our world-class accounting software is used by
leading businesses around the country.

31. 6. Solution

32. Is it a product, a service, or a flying pig?

33. Before
We offer a complete, subscription-based solution for
business accounting automation.

34. After
You pay a monthly fee to use our business accounting
software and access live chat.
Before
We offer a complete, subscription-based solution for
business accounting automation.

35. 7. Drive

36. Pass on this word if you’re not talking about
cars or cattle.

37. Before
Our accounting software drives efficiency
through routine process automation.

38. After
Our accounting software automates receipt
collection, so expense reports take less time.
Before
Our accounting software drives efficiency
through routine process automation.

39. 8. Leading

40. In the same category as world-class, it’s self-
important and often unsubstantiated.

41. Before
We are a leading provider of accounting software to
businesses across the country.

42. After
We are the largest business accounting software
company in the northwestern United States.
Before
We are a leading provider of accounting software to
businesses across the country.

43. 9. Enable

44. This is another word that people almost never
use in conversation, even at work.

45. Before
Our accounting software enables customers to
save money while increasing productivity.

46. After
Our customers save money and spend less time
on quarterly reports.
Before
Our accounting software enables customers to
save money while increasing productivity.

47. 10. Actionable

48. It started as a legal term, fell into a vat of
toxic waste, and turned into business jargon.

49. Before
Our accounting software provides actionable
reports on employee spending.

50. After
Our employee spending reports can show you
unexpected ways to cut costs.
Before
Our accounting software provides actionable
reports on employee spending.

51. 11. Robust

52. This adjective is a lazy way to imply strength
without proving it.

53. Before
Our accounting software is highly robust,
scalable, and available whenever you need it.

54. After
Our accounting software has been tested in all
kinds of environments. Read the report.
Before
Our accounting software is highly robust,
scalable, and available whenever you need it.

55. 12. Journey

56. OK, we’ll let the customer journey slide.
Otherwise, it’s often a trip to nowhere.

57. Before
Our accounting software can start your journey to
lower costs and greater efficiency.

58. After
On average, our customers reduce accounting errors
by 50% and cut reporting time by 78%.
Before
Our accounting software can start your journey to
lower costs and greater efficiency.

59. DisruptThis bonus word applies specifically to B2B technology companies.

60. Born of Silicon Valley startup culture, this
word is almost always a wild overstatement.

61. Before
Our accounting software is disrupting how
corporate finance departments do business.

62. After
With our software, you can stop collecting
paper receipts and expense reports.
Before
Our accounting software is disrupting how
corporate finance departments do business.

63. 1. Utilize
2. Leverage
3. Impactful
4. Next-generation
5. World-class
6. Solution
7. Drive
8. Leading
9. Enable
10. Actionable
11. Robust
12. Journey
The Dirty Dozen
With a special mention for Disrupt

64. But wait,
there’s more…

65. 20 banned words from Econsultancy’s blog
https://econsultancy.com/blog/66631-20-banned-words-from-the-econsultancy-blog-and-
their-alternatives/
17 words to stop using on your landing pages
http://unbounce.com/landing-page-copywriting/17-words-to-stop-using-on-landing-pages/
The 8 most overused words in PR and marketing
http://www.verticalresponse.com/blog/the-8-most-overused-words-in-pr-and-marketing/
The big list of 189 words that convert
https://blog.bufferapp.com/words-and-phrases-that-convert-ultimate-list
For further reading

66. Thank you
www.hardingmarketing.com @HardingMktg