When was the last time a potential customer approached you and said, "Hey, I’m really looking for a bespoke experience"? Probably never. That’s because, in the U.S., most people don’t even know what "bespoke" means. It’s a word that tries to be sophisticated but instead ends up alienating your audience. And yet, it’s popping up in marketing copy everywhere.

If you’re using "bespoke" (or any needlessly complex or trendy buzzwords) in your headlines or ads, stop. Here’s why this approach doesn’t work and what you should do instead to communicate effectively with your customers.

Why Using Confusing Words Like “Bespoke” Hurts Your Marketing

1. A Confused Mind Doesn’t Buy

Marketers have a golden rule for a reason—clarity converts. When someone reads your tagline, ad, or email, they should instantly understand your value proposition. Words like "bespoke" stop them in their tracks as they try to decode what you’re attempting to sell.

And honestly, what does “bespoke” even mean? Is it custom? Tailored? Handcrafted? Exclusive? Who knows? If your customer can’t immediately define the word, not only have you wasted your chance to capture their interest, but you’ve also given them a reason to go elsewhere.

2. Words Like “Bespoke” Aren’t Part of U.S. Consumer Vocabulary

While "bespoke" is a common term in the UK, it hasn’t crossed the pond in a meaningful way to resonate with American audiences. Certain industries, like high-end fashion or specialty tailoring, may claim "bespoke" has a place in their lexicon. But outside of these elite niches, the average American consumer doesn’t use—or understand—the term. Stick to words that people know and relate to, not terms that will confuse or distance them.

3. It Sounds Pretentious

Words like "bespoke" give off a vibe that you’re trying too hard to sound polished and exclusive. Instead of connecting with your audience, you’re showing them that you care more about sounding impressive than making them feel understood. And it’s not just "bespoke." Other offenders include:

• Utilizing (just say "using")

• Curated (would "hand-selected" work better?)

• Artisan (how about "handmade"?)

You don’t need a Harvard-level vocabulary to resonate with your audience. You need simplicity and relatability.

4. You’re Distracting From Your Message

When you use words like "bespoke," you’re forcing your audience to process your language rather than your offer. The focus should be on your product's value—not on decoding your copy. A distracting word diminishes the impact of your entire marketing message.

Why Simple Language Works Better Every Time

There’s a misconception in the marketing world that "simple" means boring. But that couldn’t be further from the truth! Clear, easy-to-understand language captures attention faster, builds trust, and drives more conversions.

Even advertising giants like Apple famously use clean, accessible language in their campaigns—even when selling high-tech products. Why? Because they know shorter, simpler words resonate better. Unlike "bespoke," simplicity invites everyone into the conversation.

Here’s why simple language will always win:

• Faster Comprehension: Your audience doesn’t have time to unravel complex phrases. They want to know what’s in it for them—instantly.

• Broader Reach: Clear terms resonate with a wide range of people, regardless of education or background.

• Stronger Connection: Using conversational language makes you sound human, not robotic or pretentious.

• Action-Oriented Copy: Shorter sentences with clear words drive action—whether it’s clicking “Buy Now” or signing up for your service.

How to Avoid Words Like “Bespoke” in Your Marketing Copy

1. Think About Your Audience

When crafting copy, always start by asking yourself this question—how does your audience speak? If your target audience is middle-income parents searching for reliable school supplies, they probably don’t use words like "bespoke" or "utilize" in their daily lives. Consider adopting their language and phrasing to make your copy more relatable.

2. Be Clear About What You’re Offering

Instead of using vague or outdated buzzwords, focus on spelling out what makes your product or service special. If you’re offering custom designs, say "custom." If you provide tailored solutions, say "tailored." The clearer your offer, the stronger your messaging.

Compare these two descriptions:

• Confusing: “Our bespoke furniture pieces elevate your space.”

• Clear: “Our custom furniture is designed to fit your home perfectly.”

Which one feels more relatable? The second one, right? Clarity beats cleverness every time.

3. Use Short, Punchy Sentences

When in doubt, trim the fluff. Simplify your sentences to get directly to the point. For example:

• Instead of saying, “We strive to offer a bespoke experience through curated solutions,” you can say, “We create unique solutions for you.”

Short and sweet.

4. Keep Up with Current Trends—but Don’t Go Overboard

While it’s tempting to sprinkle trendy sayings like "spill the tea" or "gatekeeping" into your marketing, overdoing it makes your copy feel forced. Trends come and go, but timeless, clear language sticks.

Sure, you can use a culturally relevant phrase now and then to show you’re in touch with your audience, but overusing trendy jargon can confuse or alienate certain customers.

5. Test Your Copy

Still not sure if your copy works? Test it! Share two versions—one with complicated language and another that’s clear and concise—and see which version gets better engagement.

Stop Chasing Fancy Words and Start Speaking Your Customer’s Language

Great marketing isn’t about impressing your audience with big words. It’s about making them feel seen, understood, and empowered to act.

Instead of throwing in terms like "bespoke" or "curated," pick words that clearly communicate your value. Stay conversational, relatable, and focused on your customer’s needs. Because while you may think fancy language signals sophistication, what really builds trust and drives conversions is simplicity.

Your takeaway? Customers don’t care about "bespoke"; they care about BENEFITS. Focus on telling them exactly how you can solve their problems without making them reach for a dictionary.

Keep your messaging human. Stay clear and concise. And always remember—don’t make a confused mind try to decide.

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