4 reasons you should ditch the word ‘excited’

This article originally appeared on PR Daily in June of 2018.

We’ve heard it before.

In a radio or TV interview, a spokesperson starts off by telling everyone how “excited” they are.

If they are not excited, they are “delighted.” Sometimes they are not content with telling everyone once about their exhilaration; they feel the need to share this information multiple times.

This obsession with excitement (genuine or feigned) is saturating the marketing world—and spokespeople should knock it off.

Here are four important reasons:

1. Nobody cares.

It may sound harsh, but the public does not really care how excited a spokesperson is to be launching a new product or opening a new building.

People want to know what the announcement means for themselves or, if they are not directly impacted, what it means for other people.

You may have heard the expression “show don’t tell.” What a spokesperson should be trying to do is show the audience why their announcement is relevant, important and worth knowing.

Tell the audience something that will make them sit-up and listen and display their own enthusiasm through their body language and the energy of their delivery.