Don't Be So Cliche

Make no mistake: Insert a bunch of clichés in your marketing piece--and you can kiss your prospects goodbye. Walk the talk, more bang for your buck, put your money where your mouth is, clichés like these scream laziness on the writer’s part. Easier said than done to avoid falling back on overused expressions, right? Well of course it’s not easy. Whoever said writing was easy? But it’s creative brainwork that you must do if you want your marketing message to be read from start to finish. So what exactly makes a cliché harder to digest than sour milk?

First of all, they’re irritating as all heck to read--especially if you repeat the same one throughout. I once read a letter selling me on a restaurant; the writer used the expression ‘mouthwatering’ at least three times in a one-page piece. Think I went to that restaurant after that? Think again!

Second: they’re unoriginal--yes this is an obvious one, but attach a predictable expression to your unique product or service and people are going to think what you’re selling is unoriginal too. I recently read an article about using cliché’s in business presentations by Gary Hankins--he reminded me that the definition of cliché is: ‘old picture.’

Okay. Now that I’ve expressed my disdain for clichés in marketing--allow me to flip this topic on its ear. If you feel you are a good enough writer to redeem the cliché and breathe new life into it - I say go for it. A good example of someone who is a master at this is urban, romantic poet Tom Waits. Check out a few of the lyrics from his spoken word track, “Diamonds on My Windshield” - which celebrates being on the road.

Oceanside ends the ride

With San Celemente comin’ up

And Sunday desperados slip by

And cruise with a dry buck

And the Orange drive-in, neon billing

And the theaters filling to the brim

With Slave Girls, Hot Spur, Bucket Full of Sin

No, Mr. Waits is not a marketing copywriter--but you can yield inspiration from all kinds of sources: poetry, literature, music lyrics, movies, etc. In fact, I recommend you not search for inspiration from other marketing pieces. And that’s a wrap for now.

See you later alligator!