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:
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 in the "caring" self-deceit because they don't sell a tangible product. But to say "we care more" in an ad presumes that your competitors care less, which is ascribing motivations to them that can't be proven. Consumers know this and are not only hesitant to believe your claim, they are likely to consider it bad form.
The next time you're tempted to use [caring] 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.
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