Advertising Copywriting - The Top Ten Clichйs and Why You Should

We've all seen them plenty of times. Frankly, once is too many.
Copy clichйs are more likely to put off prospective customers
than convince them to buy your product or service. If your
advertising copywriter comes up with them, find another
advertising copywriter. Here are the worst offenders in the UK -
and the reasons why you should never use them.

Expect the unexpected - This is number one on the list
for a reason. It's the advertising clichй you're most likely to
be subjected to and, ironically, it disproves what it's actually
saying. Think about it. You've seen it so many times, you just
know what to expect when you see a phrase like this. Something
everyday, so-so and ....expected.

The best just got better - Are you (and the Advertising
Standards Authority) quite sure about that? And what happens
when that which got better gets...even better?

Tomorrow's xxxxx today - Just about acceptable when first
coined, but soon devalued by overuse - and the realisation that
the accuracy of predictions isn't what it used to be.

A once in a lifetime opportunity - Precisely how many
once-in-a-lifetime opportunities can one person have?

The best kept secret in... - Then why are you advertising
it to all and sundry?

The Rolls Royce of... - At one point this was so common
(and misplaced) that Rolls Royce started to sue companies for
making the comparison. Nowadays, it just sounds ridiculous.

Thinking outside the box - A popular entrant in the last
few years that has become almost omnipresent. Likely to show a
writer who thinks very much inside the box - and should be
locked up in one.

Our people are our most important assets - There was once
a Dilbert cartoon about this one. Turned out that people were
actually about fifth. Just below paperclips. Seriously, though,
far too many companies use the phrase to play lip service to the
concept.

Let us help take you into the 21st century - The
successor to 'let us help take you into the 20th century", a
clichй used almost until the champagne was being poured to
celebrate the new millennium. And nearly as meaningless as its
predecessor.

Open the door to success - The door you can actually
hear is the one banging shut as the prospective but bored
customer makes a smart exit.

About the author:

Peter Wise is an advertising copywriter, website copywriter
and SEO copywriter based in London, UK. He also writes direct
mail, brochures, newsletter articles and press releases...but
not clichйs if he can possibly help it. You can reach him at +44
(0) 7767 687524. For further information, please visit href="http://ideaswise.com/">http://ideaswise.com/