“Actually” Is Undermining Your Message

When you’re writing marketing copy, explaining an idea, or trying to persuade someone, “actually” seems like a harmless word. Until your listener hears you use it twice in one sentence.

Here’s the thing: overusing “actually” can do more harm than good. While it might feel conversational or reassuring, it also might undermine the very point you’re trying to make.

We tend to use “actually” to emphasize something unexpected or unusual. For example:

• “This app actually makes life easier!”
• “I’m actually ready to take on this challenge.”

It feels like a shortcut for adding weight to a statement or sounding casual and relatable. But here’s the problem: “actually” can come across as defensive, unnecessary, and even dismissive.

How “Actually” Undermines Your Message

It creates doubt.

When you say, “This app is actually easy to use,” it implies that ease of use is surprising or unusual. It makes the listener wonder if everything else is not as it seems. The same applies to personal conversations. If you say, “I’m actually good at public speaking,” it might leave people questioning what you’re not good at.

I had a boss once who questioned my (over)use of the phrase “to be honest”. He asked if I’m not honest the rest of the time. (Yes, he was that blunt – one of the best bosses I ever had.) Another similar word is “frankly”. Thirty years later, that lesson has stuck with me. And I’m reminded of it every time I hear “actually” being overused.

It sounds defensive.

Whether marketing a product or sharing an idea, too much “actually” can make you sound like you’re arguing with an imaginary critic. For instance:

• “It’s actually affordable.”
• “I actually know what I’m talking about.”

These statements feel like you’re preemptively defending yourself, which can undermine confidence in your message.

It weakens your delivery.

More often than not, “actually” is just filler. Removing it makes your sentence clearer and more direct. Compare these two:

• “You’ll actually see results in 30 days.”
• “You’ll see results in 30 days.”

The second version is stronger and more trustworthy.

How to Avoid “Actually”

It’s not that you should never use “actually” but do consider whether it’s helping or hurting your message. Here are some tactics to keep your communication strong and confident:

• Be direct.
  Instead of: “You’ll actually save time with this approach.”
  Try: “Save time with this approach.”
• Show, don’t tell.
  Instead of: “I’m actually prepared for this.”
  Try: “I’ve prepared for this by doing X, Y, and Z.”
• Trust your audience.
  Instead of: “Our product is actually better.”
  Try: “Our product is better because [specific benefit or proof].”

The Actual Conclusion

As I’m proofing and checking this article, Grammarly is recommending almost every instance of the word “actually” be removed. (Sometimes, you have to ignore Grammarly.)

Words like “actually” often add doubt, defensiveness, or unnecessary fluff. When writing marketing copy, making a sales pitch, or convincing someone of your point of view, cutting out the word “actually” will make your message clear and confident.

By choosing your words carefully, you’ll come across as more confident and credible. Wishy-washy language never serves you well.