6 adjectives to reconsider in your next press release

Is the new service you’re offering truly ‘revolutionary’? Would anyone else consider that product ‘beautiful’? Best to rethink those and other words.

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In planning the release, every word is scrutinized, strategic messaging set, and executive quotes meticulously crafted. I’m sure they’ve tested keywords and the messaging ties into a broader company directive, yet my eyes glaze over when I read the inevitable stunning (here, from Apple, Microsoft, and Amazon) or beautiful (Google, HP, Twitter).

Instead of rehashing adjectives—knowing full well journalists are only interested in the new products’ specs, features, and capabilities—let’s shift to telling the reader how the new device will help me do my job better, have more fun, or make me smarter.

I won’t advocate elimination of certain words, but suggest carefully monitoring the use of these:

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