Words can have a lot of power and I have written a little already about choosing the right words to use in your marketing materials, web site and other written communication. While you are looking out for the right words to use, you can also beware of some of those words that just seem to put people off or send the wrong message.
Of course, there is a certain amount of taste and personality involved–some people will react negatively to a word that you think is just dandy. But, as a rule, you should watch out for using words that are too trendy, or that seem too “snobby”–words that are a more complicated way of saying something that could be said much easier with a more common word. Over complicating your communication can not only make it tough to be understood, but make you appear snobby.
For example, any words that start with “mega,” “macro” or “para” as a prefix are so overdone as to be off-putting: “We’re having a mega-sale and we can get you mega-deals” or “If you’ve got macro-problems we can help you solve them.” You can see how it just sounds a bit contrived.
As for using “fancy” words when a simple word will do, I know someone who is always using the word “modality” when it really just means a style or a way of doing something. By saying something like “We need to explore different modalities of accomplishing this” you are really just saying “We need to look at new ways to solve this problem” in a fancy and off-putting way. Ask yourself when you are writing up your materials or even an e-mail (or when you are speaking) if you are using the simplest, and most accessible word–or using a word to sound important or educated that may actually put people off?