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:
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.
