10 Marketing ClichÃ©s We Don't Need To Hear Again
Apr 19, 2011
You have to wonder sometimes about what advertisers were thinking! We've compiled a list of some of the most overused and empty phrases from the world of advertising. The way some of these words are strung together, you'd think the copywriter was being paid by the number of words. Not that there are so many words, but that so many of them don't add any meaning. Here's our top 10 list:
- The Honest Truth – As opposed to the dishonest truth? Give me a break.
- Cutting Edge – Well, sure it is. It's the most advanced whatever that it could be, based on our current limitations, what we don't know about the competition and its research, and assuming of course that technology periodically lies down to take a nap. So this will actually be on the edge for how many nanoseconds?
- Trained professional – Why not just say professional? How do you become a professional without being trained?
- No Brainer – This risks building a big wall between seller and buyer. The implication that the buyer would automatically reach the same conclusion as the seller, without even thinking, is both demeaning and insulting. Not to mention strictly a matter of opinion.
- Friendly Service – In today's marketplace there is the expectation that this would be a basic starting place, certainly not something to brag about.
- Our Name Says It All – A phrase that is often followed by a few paragraphs explaining why we should do business with the company. They were probably added because the name doesn't really say it all.
- We Mean Business – We sure hope so.
- Last Chance to Save – There is no last time, unless you really are going out of business. There will always be another offer.
- At a Price You Will Love – This is usually used in ads that don't disclose the price, the “call for the best deal” type. Well, if I am going to love it so much, just tell me now!
- Free gift – Do they think we don't know the meaning of the word “gift”?