We need to talk about something serious.
No, not the latest algorithm update or whether TikTok is spying on us. We need to address the corporate buzzword crisis that has taken over marketing.
Specifically, “elevate” and “unlock.”
If you’ve ever read a brand’s tagline that promised to elevate your business or unlock new opportunities, chances are… you forgot about them five seconds later.
These words are everywhere, and they say absolutely nothing. So, let’s dig into why we refuse to use them – and what brands should be saying instead.
🚨 The Problem with “Elevate” and “Unlock”
They sound impressive… but mean literally nothing.
1️⃣ “Elevate” Who? Where? Why?
🔹 “Elevate your brand.”
🔹 “Elevate your experience.”
🔹 “We help businesses elevate to the next level.”
…What does that actually mean? Are we talking about revenue? Engagement? A literal elevator ride? Who knows.
“Elevate” has become a lazy placeholder – a word thrown in when a brand doesn’t actually know what it wants to say.
Better alternatives:
✅ “Grow your brand with strategy that works.”
✅ “Create content people actually care about.”
✅ “Sell more, stress less.”
🚀 Need proof? According to Harvard Business Review, vague, jargon-filled messaging weakens brand trust and makes audiences tune out. (Read the full study here).
2️⃣ “Unlock” What, Exactly?
🔑 “Unlock your full potential.”
🔑 “Unlock endless possibilities.”
🔑 “Unlock a new level of success.”
What are we unlocking? A hidden treasure chest? The door to success? A new level – like a video game?
The problem with “unlock” is that it teases something exciting… but never actually delivers any substance. It’s vague, overused and completely forgettable.
Better alternatives:
✅ “Here’s how we make marketing work for you.”
✅ “Simple strategies to scale your business.”
✅ “Get the tools you need to grow – without the fluff.”
🚀 Better Alternatives for Newcastle Branding & Marketing
If you want your messaging to actually resonate, ditch the filler words and get specific.
- Talk about the actual transformation (“From struggling to sold out in 3 months”).
- Use real results (“Our clients increased engagement by 200% – without posting every day”).
- Sound like a human, not a corporate robot (“We help brands show up online – without the marketing jargon”).
Great copy doesn’t elevate or unlock anything – it makes people feel something.
💀 The Final Goodbye to “Elevate” and “Unlock”
If your brand messaging relies on these words, it’s time to retire them forever.
Your audience doesn’t want vague promises – they want clarity, confidence and a brand that actually says something real.
Need help finding the right words? That’s what we do. Let’s create copy that actually connects – without the corporate fluff.
