At the risk of losing you before we even get started, I asked ChatGPT to write me a cliché-filled opening paragraph for this blog. Here’s what the final boss of clichés has written:
(Oh and BTW, if you find yourself bored, just take a shot every time you read the word cliché.)
Ok, here goes: Are you ready to take your copywriting to the next level? Buckle up, because we’re about to embark on a journey of discovery that will leave you amazed and inspired. Whether you’re a seasoned pro or a fresh-faced newbie, this blog is your one-stop-shop for all things cliché.
Well, that was the written version of scratching nails down a chalkboard. No thanks.
Here are some of the most unoriginal and meaningless phrases I see in copywriting and what you can do to fix them.
We care, we value, we believe (and other overused corporate statements that mean diddly-squat to your customer)
“Don’t Say You’re Funny. Tell A Joke”
Actions speak louder than words. Show your customers what you stand for through tangible examples and authentic experiences. Highlight real testimonials, case studies, and behind-the-scenes insights that showcase your commitment and values in action.
Remember, it’s about letting your customers’ see their own values reflected in your brand.
Let’s un-cliché it: Event Planners
From: We value every detail, ensuring each moment reflects your unique style and vision. Trust us to handle everything, because your happiness is our top priority.
To: You know those companies that claim to care about their customers? Yeah, we’re not one of them. We show you we care.
Like that time we arranged a new venue in under 24 hours when the original was suddenly unavailable due to flooding. No big deal, just doing what we do best.
We’ve got you covered (in what? Eww, David)
*Speed reads website to make sure it hasn’t been used anywhere.*
Phew! I’ll admit, sometimes it feels like my fingers type this phrase against my brain’s will.
And I get it–it’s a short way of saying your business can solve all of life’s problems (but can you? Email me), but it’s also vague and meaningless. And both of these things are copywriting’s kryptonite.
When your customer is faced with seeing the same uninspiring message across multiple websites (competitors at that), it does nothing to help you stand out and take up valuable space in their brain.
Let’s un-cliché it: Travel Insurance
From: Whether it’s flights, accommodations, or activities, we’ve got you covered for any travel mishaps.
To: You’re in Sicily but your bags are in Sydney. No stress—while you’re sipping a Sicilian red, we’re sorting out clean knickers and a toothbrush.
The secret to (winning the lottery, and other desired outcomes)
We’ve all seen it, right? Those ads screaming about the secret to this or that—like it’s some guarded treasure only the lucky few can access.
The only “secret” is there is no secret. It’s really just a not-so-interesting way of explaining the strategy of how your product or service can help customers.
Let’s un-cliché it: Financial Services
From: Learn the secret to building wealth.
To: Stack your cash the smart way—no mysteries, just solid financial planning and personalised investment strategies.
Supercharge your sales with XYZ *yawn*
Let’s face it, “supercharge your sales” is the empty calorie of marketing speak. It sounds exciting but delivers little sustenance.
Of course, everyone wants to supercharge their sales (duh). But how? Are we poking them with a cattle prod? How are we charging them, let alone supercharging them?
It’s time to bin the buzzwords and say exactly what you mean and how you’ll achieve it, minus the vague sweeping statements.
Let’s un-cliché it: Copywriting
From: Let’s supercharge your sales with words that work.
To: Copywriting is your website’s 24/7 BTS sales assistant who never calls in sick, or gets caught shopping on The Iconic.
The cliché clap-back
Sure, some of those catchy little suckers will always have a place in our hearts, and when used in the right situation and the right way, can definitely add value to copywriting. But it’s these done-to-death phrases that really just need to, well, die.
I hope this gives you some new ideas for writing your brand copy. Remember, it’s all about making your messaging as unique as your brand.
And, if you still need help, you can always drop me a line *wink*.
In the famous words of Emma Chamberlain, love ya, bye.
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