In Hamlet’s last soliloquy, Shakespeare uses the phrase, “Damn with faint praise.” It’s a good reminder that you can undermine your own marketing efforts by using tired or tepid words. At a recent event where people were given two minutes to pitch their businesses, at least two used the word “decent” to describe their company’s abilities. Lackluster words like these, as well as shopworn phrases like “personal service,” “competitive pricing” and “high quality,” actually undermine your brand by making you sound mediocre at best. Like the Bard himself, choose your words carefully.
