juicy-fruitDISCLAIMER: This post may make your mouth water.


Emma is a prospective client. She’s wonderful.

Her conviction is contagious, her vigor practically vibrating down the phone into my eardrum.

(Short of pouring superlatives into this sentence, let’s just say I’m all-kinds-of impressed.)

She’s the kind o’ woman I heart writing for most of all. Not soft and fluffy or so deeply entrenched in woo woo that she may as well be living on another planet. But soulfully real and heartfully focused on what makes her business tick.

I dig.

Except she says something that makes my eyes roll waaay back into my head.


She says she wants me to rework her copy — BUT that she wants to make sure we hang onto that “juicy vibe” that her existing copy gives off.

Emma was (I think) trying to convey to me that she wanted her copy to be vibrant and rich, which is . . . fiiine. But why not say that then?


Let’s not single Emma out.


Scoured from the net in two minutes flat:

“Your juicy life”

“Your juicy free bonus gifts!”

“Juicy gratitude”

“This juicy teleclass”

“Feel the juicy flow of creativity”

“Juicy time management strategies”

“A nice juicy appointment”

“Your juicy journey”

“My juicy blog post”


No. Just no. And here’s why.

Let’s start with the dictionary definition:


1. full of juice, having much juice: succulent

2. richly interesting, full of life: colorful, racy, titillating, sensational

3. yielding profit: rewarding or gratifying — esp financially


Using “juicy” isn’t necessarily wrong in itself, but it’s one of those adjectives that says everything and nothing all at the same time.

Are you saying that anyone who takes your course will wind up having a racier life (in which case, I’m in — fo’ realz) or are you trying to insinuate it’ll be more financially rewarding for them in the long-term?

Of course, most of the time, people will go ahead and attribute the meaning they think makes the most sense, but this isn’t good copywriting.


GOOD copywriting doesn’t make the reader do the work, good copywriting does the work FOR them. :: Click to tweet ::


Which means not making them work to find the meaning behind what you’re trying to say and instead making it as clear as possible as quickly as possible.


“Juicy” may have been the word du jour but now it’s kicking up a stink.

The fruit is moldy. Repeat — the fruit is moldy.


Here’s how I’d rephrase the “juicy” phrases that I mentioned above:


“Your unforgettable life”

“Your unmissable free bonus gifts!”

Overwhelming gratitude”

“This exclusive teleclass”

“Feel the heady flow of creativity”

“Time management strategies — exposed.

“An insanely useful appointment tête-à-tête”

“Your extraordinary journey”

“My unapologetic blog post”


Let’s avoid using “juicy” for the foreseeable — unless, of course, we’re talking about FRUIT. Deal?


Consider this a “juicy” amnesty.

Got copy?

Cut and paste any sentence from your website that uses “juicy” into a comment below and I’ll rework it for you.

My treat.

(You’re welcome.)








  1. Sarah Park

    A juicy vibe? Does that mean we’re having a pool party? I also can’t stand the word “sassy.” It makes me think about being in 8th grade, wearing neon plastic earrings.

  2. leah_DefytheBox

    Interesting post…I use Juicy in my copy- Juicy Goodness and Juicy Goodness Infusion and I picked juicy BECAUSE of the definition and all it means.

    1. Nikki Groom

      Hey Leah, I think it’s all well and good when used in the correct context, but when it’s thrown here, there and everywhere just because everyone else is using it, that’s something else entirely.

      In your case, you’d obviously done your research and used it very intentionally — which
      makes a refreshing change, I have to say.

      1. leah_DefytheBox

        Whew!!! That is good to hear. Besides, I’ve been using “juicy goodness” for years so it’s definitely just because everyone else is.

  3. Deborah Hymes

    Another word on my own list: passionate. Really?! I immediately tune out.

    How about: What I LOVE is . . . I get JAZZED about . . . I SPECIALIZE in . . . I totally ADORE . . . My heart’s FOCUS is . . .

    Seriously. Just call Nikki, k?

  4. Iris Tappert-Sirianni

    Thanks for this post. I cringe when I see or hear how juicy something is – unless of course it’s fruit. Surely we can be more creative in our use of the English language. Maybe once upon a time when we started doing ‘stuff’ online juicy was good but it’s so overused now that it really has no weight at all.

    Just my own opinion.

  5. Iris Tappert-Sirianni

    I completely agree. Imagine reading an offer. … click here to download the 3 ‘moist’ tips to …… LOL

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