Bullshit Bingo Words

If you ever read the word empower in one of my emails, go right ahead and unsubscribe.  

I’m serious.

I pride myself on being 99.9% BUZZWORD free. Or, as one of my clients calls it: writing without the BULLSHIT BINGO WORDS.

Why not 100%?

Because it’s impossible. Copywriter or not. 

Even bleach only kills 99.9% of the baddies.  

One or two words floating around in my industry might creep into my copy. For example, the word resonate

I use it because the response is never an eye roll or the gold standard of bad reactions — huh?

It doesn’t make the meaning of my sentence blurry or elicit a barfing sound. 

Like the word imposter syndrome, which I’m currently hating on. It’s everywhere (hence buzzword) and complicates the conversation on a topic that many solo entrepreneurs deal with.  

And I’m not the only one wishing for the death of this word. 

Here’s an excerpt from a recent conversation I had with a friend (and coach for entrepreneurs) on that  word. Don’t make me say it again. 

She posted about a recent podcast she appeared on and her dislike of said buzzword.

“The majority of us will feel like a fraud at some point or another in our lives, but when we say that this feeling is a syndrome, it’s much more likely that we’re going to be hard on ourselves when those thoughts come up.” ⁠

She then posed the question: 

Any suggestions for a new term we can coin instead of imposter syndrome?” 

So I answered.

And I stand by my answer. When writing copy, use language that clarifies exactly what you’re talking about instead of the new “It” word. 

Got any buzzwords in your copy that need to take a dirt nap?

Talk soon,


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