Twice in the past year I’ve covered the most overused PR buzzwords and marketing speak and press release buzzword abuse. It is fun to point out the biggest offenders but even well-intentioned marketing communicators can find it difficult to avoid them.
Ready to stop being a “leading provider” of “unique,” “innovative” and “award winning” overused terms but need a solution? (Doh! “Solution” is an overused term too. But not in this context, so I get a pass.)
Enter Better than Great, Arthur Plotnik’s new book containing nearly 6,000 alternate terms for praise and acclaim. Arthur mentioned that he was working on it in the comments of my first buzzwords post and now that it’s been released I’m happy to say he achieved his aim and then some.
Better than Great covers a wide range of fresh superlatives in a number of categories, pulling from rare gems and vintage gold all the way through current phrases influenced by hip-hop.
To show the book in action while proving the point that portions of press releases do sometimes get picked up in media and blog coverage I’ll quote directly from the release that Associate Publisher Brenda Knight sent to me:
“Better than Great is the must-have reference for anyone seeking to rise above tired superlatives when the quality of acclaim matters….Critics, copywriters, journalists, poets, speakers, sales reps, bloggers, Twitterers – word-slingers from the whole digital and literary spectrum – should find it to be a concussively brilliant, euphoriant, supernal, larky, trill, spikeable, epiphanic, über-cool, soul-juddering experience, an upful of endorphining jubilee to make the heart warble.”
While we probably need to call out the use of “must-have” that paragraph sure is jam-packed with non-overused terms.
Now admittedly the best antidote for marketing speak in press releases is to explain things simply in clear, direct terms and let the media professionals take it from there. So blending in some of Arthur’s fresh superlatives won’t always be the right approach.
But there are plenty of forms of marketing communications that could use of an injection of less-worn adjectives and even press releases can benefit from some of Arthur’s offerings in the right situation.
So for writers of all shapes and sizes Better than Great is indeed just that.
Note: The book is just $10 on Amazon right now. I’ll avoid the link so this post doesn’t get misinterpreted as a play for affiliate revenue, but go check it out.