The word “unfortunately” will be banned from my next business.

It’s a word that customers should never hear, for two reasons.

Number 1 – It doesn’t feel good. The word doesn’t convey understanding or empathy. If anything, it comes across as dismissive.

Imagine someone in a store looking at you and saying, “Unfortunately…” You can already see that person’s body language in your mind. They don’t want to help. The answer is no and they just want to move on.

Number 2 – It’s not accurate. Fortune is luck or random chance. If we can’t help a customer, there’s a reason for that and it has nothing to do with luck.

Language matters.

Let’s choose the right words for the situation.