A discussion about business ethics, character traits, integrity, and values

From BusinessWeekOnline:

Not only do magic advertising words not exist, several of them actually work against you. Here is one of five 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.

The next time you're tempted to use [quality] in an ad, stop and ask if there's a better way to get the message across. Using common words that have become empty clichés is a shortcut to nowhere.