Buzzwords are ruining your conversion rate… seriously.
Everyone thinks more adjectives equal more sales. But “premium,” “disruptive,” and “authentic” don’t actually mean anything anymore.
They’re noise. Not clarity.
And when your copy sounds like everyone else’s, customers keep scrolling. The brands that are on top today are the ones that speak like humans.
They say what they mean. They don’t waste words.
Dave Gerhardt, former CMO at Privy, says it best: “The best copy is clear, not clever.”
It’s time DTC marketers take that to heart. Because clarity isn’t just good writing – it’s a growth strategy. With that said, here’s 7 buzzwords that are killing your brand (unless you know how to use them):
1. “Premium” means nothing if you can’t explain why
Every DTC brand wants to sound expensive. So they slap “premium” on everything – from packaging to product descriptions. But if the shopper doesn’t feel the premium in the experience, the word falls flat.
Saying it doesn’t make it so. You have to show it.
Premium is in the details: materials, manufacturing, social proof. The second you rely on the label instead of the evidence, you lose trust.
Real “premium” products don’t need a label – they just feel better to use.
Instead of: “Premium, high-quality shave kit”
Try: “Weighted handle. Surgical steel blades. Refills delivered monthly.”
If it’s truly premium, your customer will say it for you.
2. “Disruptive” is code for “we don’t know how to explain our product”
If your product is really changing the game, you don’t need to say it. You just need to show the change.
But “disruptive” has become default language for brands chasing hype. It’s lazy. It’s vague. And it confuses customers.
Ask yourself: What are you actually disrupting? Is it price? Convenience? Experience?
If you can’t explain the shift in one sentence, it’s not disruption – it’s noise.
Clarity disrupts more than jargon ever will. Let your product speak plainly. That’s the real revolution.
3. “Game-changing” doesn’t change the game – results do
“Game-changing” makes people doubt you. Not because your product isn’t good, but because every brand has used that phrase before.
Customers are burned out. They’ve been overpromised and under-delivered.
Want to change the game? Tell a true story about a customer who got a result. Show a transformation. Be specific.
Instead of: “A game-changing skincare routine”
Try: “Cleared 90% of acne in 4 weeks. Zero prescriptions.”
That’s the kind of change people believe.
4. Your product isn’t “innovative” if the copy still needs explaining
Innovation doesn’t matter if no one understands it. Too many brands throw “innovative” in their hero section… but bury the actual innovation in industry jargon.
If your copy needs a second read, it’s not innovative – it’s unclear.
Clarity is innovation.
Take your most technical feature and explain it like you’re talking to a 12-year-old. Then cut three more words.
The most advanced ideas always sound simple when they’re truly understood.
5. Smart brands don’t say “authentic” – they show it
Everyone’s “authentic” now. Which means no one is. It’s become a placeholder word for brands that don’t know how to show who they really are.
But the best brands? They let people feel it.
It’s in the founder’s backstory.
In the packaging note.
In the iPhone photo that wasn’t edited to death.
Authenticity isn’t said. It’s sensed.
Skip the label. Be the thing.
6. Saying “best-in-class” without proof makes you sound second-rate
“Best-in-class” is the verbal equivalent of a stock photo. Looks nice. Says nothing.
If you’re really the best, prove it. Show the 2,438 five-star reviews. Name the award you actually won. Link to the write-up from the industry site.
Instead of: “Best-in-class ingredients”
Try: “Our cotton is sourced from the same farm that supplies Patagonia.”
Make it real – or don’t say it at all.
7. Stop stuffing your copy with “mission-driven” – start showing your mission
You care… I believe you. But saying you’re mission-driven doesn’t differentiate you anymore.
Mission today is a proof game. Where does it live in your product? Your packaging? Your partnerships?
Real mission shows up in choices, not slogans.
If someone can’t feel your values in the experience, it doesn’t matter how often you write them. So cut the line – live the message.
Final Thoughts
The fastest way to lose a customer’s trust is to make them feel confused. Buzzwords might sound impressive in your pitch deck, but they’re poison in your product page.
Your job as a DTC marketer isn’t to impress – it’s to connect. The brands that thrive in 2025 will be the ones that speak simply, boldly, and honestly.
Because in the end, it’s not the buzzwords that convert. It’s the clarity.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
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