"Play down marketese and internal vocabulary. Call a spade a spade, not a digging implement. Certainly not an excavation solution. Many marketers like to embellish products to make them seem grander than traditional fare. But customers define their needs in known terms, so be sure to use them, even if you don't think they're exciting. The very fact that a word is unexciting indicates that it's frequently used. People search for terms like "cheap airline tickets," not "value-priced travel experience." Often, a boring keyword is a known keyword. "
From
http://www.useit.com/alertbox/search-keywords.html
Here is an example:
Just recently, I was trying to decide how to name a specific area of the site (it's a section in my life skills channel). I had two choices:
- Motivation
- Emotional fuel
While "emotional fuel" has been my first choice for a couple of years (becasue it sounds fresher and more exciting than the word "motivation"), almost since the creation of the site, this quote clearly says that "motivation" is actually a better option.
That's the one I finally instinctively chose for a couple of weeks ago.