Bless Her Heart

Rumors and gossip rarely bless anyone's heart. (Getty Images)

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When I hear the phrase "Bless his heart," I've learned to dread the words that come next. The words are anything but a blessing. Rumors and gossip rarely bless anyone's heart.

I like to hear the words of others. I've spent many years writing copy (messages) and so I work hard not to write the trite sayings we hear so often in marketing.

"Satisfaction Guaranteed"

"Committed to Excellence"

"A Tradition of Quality"

See? I've bored you already.

Hall of Fame copywriter John Caples once changed the word "repair" to "fix" and improved the response rate to the advertisement over 20 percent.

One word can make a measurable difference in marketing as well as relationships.

Simplify your message with carefully selected words.

Dr. Steve Greene is the publisher and executive vice president–Media Group, Charisma Media. Sign up here for Dr. Greene's leadership e-newsletter.

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