• Miss Melly

The B word you should NEVER use in your headings, captions or emails. Hint: It's not what you think.

I've heard this a few times over the past few months from reputable peeps in the know.


And, well, my own gut instinct (based on the thousands of podcasts I listen to and articles I read) tells me this too.

I'm fairly certain I've heard Queen Amy Porterfield refer to this on her podcast at some point too...but I have listened to over 200 of those ep's and can't locate the one or 5 where she said it, so....trust me on the sunscreen with that one.


So what is it?


It's one word that you absolutely should never use in anything.

In your email headlines.

In your captions of ANY social media post.

On your sales pages.

In any profile.

WHEREVER.


HINT: Starts with the letter 'B'.

Is NOT a swear that if I ever hear from the mouth of my pre-teen he will find he KNOWS my displeasure merely through my eyes and facial expression.

It is NOT bacon.

Or beer. Although in this continuing suppresive heat that DOES sound good.


The magic word, and today's Word of the Day is....

BEST.


Yes, 'best'.


NEVER use that word to describe yourself, what you can do or the services or products you are selling.


From now on, I want you to relegate this word to the same category as your 'unacceptable swear words' list. Capiche? Comprende?


Why, you ask?


Well, let me spell it out for you, seeing as this is a kinda English lesson (I can never knock the teacher out of me as much I one try).


It's going to be a bit of a face-slap to some of you, but....says who?

Seriously, who says you, your thing/product/service is the BEST?

How are you quantifying that?

What proof do you have?


NONE.

That's who/what and how.

NONE. Zilch. Zip. Nadda.

Unless you have quantifiable proof that you are, in fact, the BEST...you are best avoiding using that word. Or other similar terms, unless you have evidence to support your claim (aka Brad Pitt CAN say he is the 'Best Supporting Actor' as he won the 2020 BAFTA Award for Best Supporting Actor...amongst others). If you don't have the quantifiable evidence, you are just blowing smoke up your own...arm.


As Jo Saunders (The LinkedIn Demystifier) says, "Words like best, top, #1 etc lead to comparison. We need to be able to back it up. When we use this about others it can be endearing but it leads to comparison or perception of favouritism, unless there is only one."


So, I ask you, please please please, reconsider using this 'B' word to describe your product or services.

Pretty much because it's a copywriting faux-pas, and that's enough of a reason in itself.








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