ay be low-priced quality, but it's quality either way. That means every company believes it can use the word "quality" in its advertising. Too many have, and as a result, now it has become just seven empty letters.

Value

Like quality, value has been ruined by overuse. Go back to the Lexus and the Hyundai examples -- which car is the better value? It d

Google the term "magic advertising words" and you'll instantly get over 8 million results. But caveat emptor -- don't buy into everything you read, because your prospective buyer certainly won't.

From the time marketing began, there has never been a shortage of self-appointed experts who claim to have identified the words that will unlock your customers' wallets. In the Internet age their advice is even easier to come by. They promise that words such as "you," "guarantee," "easy," "limited-time," and the old standby, "free," will generate surefire results. If only it were that simple.

As a smart business person, you probably know that there are no such things as magic words, particularly in a culture that has been saturated with advertising. But there's something else you should know: Not only do magic advertising words not exist, several of them actually work against you. And chances are, you're using at least one of them in your advertising now.

Brace yourself. Here are five of the advertising words you should never use:

Quality

This may be the most overused word in advertising, which is the primary reason why you should stay away from it. What exactly does "quality" mean? In a Lexus, it may mean hand-crafted finishes, supple seats, or a smooth ride. In a Hyundai, it's more about the extended warranty than anything.

The point is this: every product worth buying is a quality product. It may be high-priced quality or it may be low-priced quality, but it's quality either way. That means every company believes it can use the word "quality" in its advertising. Too many have, and as a result, now it has become just seven empty letters.

Value

Like quality, value has been ruined by overuse. Go back to the Lexus and the Hyundai examples -- which car is the better value? It d

In the Internet age their advice is even easier to come by. They promise that words such as "you," "guarantee," "easy," "limited-time," and the old standby, "free," will generate surefire results. If only it were that simple.

As a smart business person, you probably know that there are no such things as magic words, particularly in a culture that has been saturated with advertising. But there's something else you should know: Not only do magic advertising words not exist, several of them actually work against you. And chances are, you're using at least one of them in your advertising now.

Brace yourself. Here are five of the advertising words you should never use:

Quality

This may be the most overused word in advertising, which is the primary reason why you should stay away from it. What exactly does "quality" mean? In a Lexus, it may mean hand-crafted finishes, supple seats, or a smooth ride. In a Hyundai, it's more about the extended warranty than anything.

The point is this: every product worth buying is a quality product. It may be high-priced quality or it may be low-priced quality, but it's quality either way. That means every company believes it can use the word "quality" in its advertising. Too many have, and as a result, now it has become just seven empty letters.

Value

Like quality, value has been ruined by overuse. Go back to the Lexus and the Hyundai examples -- which car is the better value? It d

d with advertising. But there's something else you should know: Not only do magic advertising words not exist, several of them actually work against you. And chances are, you're using at least one of them in your advertising now.

Brace yourself. Here are five of the advertising words you should never use:

Quality

This may be the most overused word in advertising, which is the primary reason why you should stay away from it. What exactly does "quality" mean? In a Lexus, it may mean hand-crafted finishes, supple seats, or a smooth ride. In a Hyundai, it's more about the extended warranty than anything.

The point is this: every product worth buying is a quality product. It may be high-priced quality or it may be low-priced quality, but it's quality either way. That means every company believes it can use the word "quality" in its advertising. Too many have, and as a result, now it has become just seven empty letters.

Value

Like quality, value has been ruined by overuse. Go back to the Lexus and the Hyundai examples -- which car is the better value? It d

rd in advertising, which is the primary reason why you should stay away from it. What exactly does "quality" mean? In a Lexus, it may mean hand-crafted finishes, supple seats, or a smooth ride. In a Hyundai, it's more about the extended warranty than anything.

The point is this: every product worth buying is a quality product. It may be high-priced quality or it may be low-priced quality, but it's quality either way. That means every company believes it can use the word "quality" in its advertising. Too many have, and as a result, now it has become just seven empty letters.

Value

Like quality, value has been ruined by overuse. Go back to the Lexus and the Hyundai examples -- which car is the better value? It d

ay be low-priced quality, but it's quality either way. That means every company believes it can use the word "quality" in its advertising. Too many have, and as a result, now it has become just seven empty letters.

Value

Like quality, value has been ruined by overuse. Go back to the Lexus and the Hyundai examples -- which car is the better value? It depends -- on the buyer, on the purchase occasion, and on what features and benefits value is being judged. Both vehicles are good values depending on the purchase context.

Or take another industry, retail: Wal-Mart provides good value, but so does Tiffany. Value, like quality, is in the eye of the beholder, and every product or service has its own value equation. Saying "we provide the best value" is, therefore, virtually meaningless.

Service

Have you ever heard an ad promising lousy service? Of course not, which is the reason why claiming good service just falls on deaf ears. It's funny, but the companies that make the claim of good service the most tend to be those that deliver it the least.

Of course, most organizations do have sincere intentions to provide outstanding service and commonly cite Nordstrom as the example to which they aspire. But Nordstrom is Nordstrom for a reason -- the company's entire culture and identity is built around the service concept. Nordstrom is the exception, most companies can't get there from here, and simply promising great service won't make it happen.

Caring

Do you really believe your company cares more about your customers than your competition does? It may feel good to say so, but the claim flies in the face of common sense. If your competitors didn't care about their customers, they couldn't stay in business.

It's particularly easy for service companies to get caught up