Marketing messages are about strong copy, targeting an audience and, above all else, attracting business.
Clichés, however, are viewed negatively - typically speaking - it's often frowned upon, by the broadsheet newspapers. Seen as the fodder of those writers who are tired and stuck in the routine of repeating themselves, over and over again.
If you're a regular reader of a particular publication - newspaper, magazine, blog - you'll have seen your favourite writers using the same phrases repeatedly. This can be down to the writer and their writing style - everyone has words and phrases they prefer - or often companies have stock phrases which they like writers to use.
Some companies adopt corny phrases and clichés as part of their brand identity. Of course, if you hold esteem in your community, for instance, a local council, you will create very formal copy, otherwise you might want to appear fun and embrace the cheesiness and simplicity of clichés!
It quite simply depends on whether they're right for you - if you can pull them off, they're an excellent marketing tool (when used correctly, for the most appropriate content).
Tabloids are the "king" of corny phrases and poor wording - for instance, every single killing victim is "tragic" and women in interviews will always be described by her hair colour, the men's hair colour is always irrelevant.
In marketing, however, we should consider ourselves better than just people capable of stringing together some over-used, over-hyped wording. Our marketing messages - your marketing messages - have to sell and attract business.
If you're part of the marketing department in your company, you'll know what it's like to sometimes be "stuck in a rut" (yes I know what I've done there, too!), but some phrases are ready to be shown the back door.
The worst offenders for us at Thrive are:
- "We get under the skin of your business"
- "All options are on the table"
- "When push comes to shove"
- "Thinking outside the box"
- "An award-winning agency"
We've had our say - taking great care to avoid unintended clichés, that is - now it's your turn!
