As writers, we know we should avoid clichés. However, as copy writers we often find entertaining the most overused of phrases. NOW, we even have marketing and advertising specific clichés. Most marketers know they’re overused, but we for various reasons we just can’t stop using them. As a lover of words and self-proclaimed culture enthusiast, I thought it’d be cool to share some of my favorite (and most annoying) copy writing clichés…
Artfully Crafted – This one is the inspiration for this piece, so I’m just going to throw it out there. I have a particular connection to this two word phrase because I once believed I was an advertising genius for using it. I mean I truly believed that this phrase was one of the absolute most beautiful terms that I could have possibly chosen to explain how the dog food we were selling was created. Don’t get me wrong, the two words still sound great to me, but these days I’m almost ready to stop hearing them.
Crafted, in general – I get it. We want our audience to know that our products aren’t just thrown together and we wouldn’t be marketers if we didn’t give the product a compelling description. So instead of “made”, we use crafted (and carefully, no less)…but really, some of us may need to find a new word before we completely ruin this one.
Best Kept Secret – Really? Is it a secret? Because you’re advertising it.
Are You Tired of…? – There are much better ways to express a consumer’s pain point than to flat out ask them a random, hyper-specific rhetorical question. This one’s like a bad pick-up line.
One Stop Shop – I am so guilty of using this one. But who doesn’t love a little assonance in their copy? It’s so easy, so quick, so simple…and so cliché.
“For the price of [insert something that is completely unrelated to product and probably something very stereotypical of who the company THINKS their target customer is]…” – It is truly disheartening to me how often we measure product value in cups of coffee. Yes, Starbucks is a thing. But that does not mean every Millennial is considering the decision to donate to needy children by thinking about their weekly espresso purchases?
Once in a Lifetime – The fact that people still use this is so comical that it makes me happy that they do. I must admit, it kind of sparks my interest every time.
“The future of…” – Well, you’re giving it to me now so how futuristic is it really?
Innovative – Many people really hate this word, but I personally think it’s great.
Artisan – It’s kind of amazing how people have managed to sabotage such a great word really. All hope is not lost for this copy writing favorite, though. We just need to be wise in our usage…or just not lie about the product.
Occasionally, clichés make sense. They just “fit” in certain situations. I use them in copy from time to time. What isn’t okay is avoiding the work and creativity that goes into finding the right words and making sure they resonate with your audience. So yes, use your clichés, just use them wisely, get rid of them when they aren’t working, and don’t be lazy with them.