Marketing with empty words is a fast and lazy way to get a marketing piece written and "out the door." But for all the impact those words have, you might as well not have bothered to write anything.
Think of all the empty words that marketers routinely use to describe their goods and services:
And what do words like these mean? For starters, they could mean something different to each person who reads them. I'm sure that someone like Bill Gates has different opinion of "inexpensive" than I do!
I'm always reminded of an incident early in my real estate career. The agent at the desk next to mine was telling a client about a parcel of land and he said "It has beautiful trees." The client looked at him and said "The only beautiful tree is a dead one."
Now in the case of this client, it would not matter. But had he been talking to someone who loved tall Pines, they might have pictured those, while in fact the property was covered with Cottonwoods.
Those who are not too fond of real estate advertising tactics tell a lot of jokes about what the words really mean. For instance, if the ad says "cozy" it probably means there is not room for 2 people to be in the house at the same time.
Back when marketers used only print advertising, there might have been an excuse for this kind of laziness – but that excuse evaporated with the advent of company web sites. Now more words do not cost a cent more.
Instead of falling back on these empty words, why not start writing descriptions that paint word pictures? If something is "awesome" say why – what makes it awesome?
Say you're describing a horse you want to sell. Most people will say something like "Awesome bay mare, fun for experienced rider, easy to handle." Instead you could say "Bay Arab / Quarter Horse cross. 15.2 hands tall, dished face, correct conformation. This mare is easy to catch, loads and ties easily, and stands quietly for shoeing. Long stride for fast walking and loves to run. He spooks at motorcycles. "
Now you have a mental picture of the horse. You know that if you're looking for a child's mount, she probably is not the one, but she might be perfect for you.
You can apply the same method to any product or service you market. It takes a little more time and quite a few more words, but when your potential buyer reads those words, he or she is much more apt to want what you have to offer.