15 words and phrases to avoid in construction marketing

Here’s a list of 15 words and phrases to avoid in your construction marketing copy.

In construction marketing, especially in building or landscape products, I advocate the following objectives:

• avoid exaggeration
• be truthful
• provide easy-to-access technical information

A technical, objective style of writing is best for construction products because:

• it helps specifiers to do their job (assess and select construction products)
• builds trust with specifiers

Words to avoid in construction marketing

Any – as in ‘suitable for any application
Boasts – exaggeration
Both – exaggeration
Complete with – a cliche
In the heart of – a cliche
Maximum – not truthful
Not only but also – avoiding exaggeration
Optimum – exaggeration, not truthful
Solution – a cliche, obscures clarity
Stand the test of time – not technical or objective
State of the art – one of the most overused cliched
Timeless – not suitable for a construction contenxt
Ultimate – not truthful
Unique – more information on building trust in this post
a Wide range of – a phrase that is generally not needed