In the spirit of Valentine’s Day, we’ve been thinking about clichés in our own industry… those marketing buzzwords that we hear constantly. It shouldn’t be surprising that fewer than 25% of U.S. consumers trust ads and marketing messages online and in print. With low expectations, it becomes easy promise a lot in a short phrase – but it’s not always the best solution. Presenting brands in an honest, memorable way is more effective than using marketing jargon that so many of us have been caught doing (hey, we’re guilty too!)
So we dug deep, uncovering the cringe-worthy, cutting edge cliches you’ll want to stay away from if you’re trying to be a one-stop shop for all marketing techniques (see what we did there?)
- Groundbreaking. Let’s start from the ground up. A phrase that many companies use, highlighting their pride in how their business or product started. Though the company cares about its roots, their consumers may not. Instead, jump right to defining how the company, service or product will benefit the consumer.
- Best of Breed. Used to define the best segment or product in a specific industry, no other phrase exudes self-promotion quite like this. It’s always great to have confidence, but focusing on the customer instead of yourself will bring better results.
- Digging Deeper. You’ve probably heard this on local TV news stations. News outlets are known for using this phrase – assuring viewers that their reporters are working round the clock to uncover more stories, details, etc. Better solution? Be honest, and don’t always use alliterations.
- One-Stop Shop. One place for everything you need. Though the integrity is there, this phrase is used so often that many consumers overlook the description. You can work around this by simply explaining what customers will receive in your “one-stop shop.” What needs are met? What services do you provide?
- We Do XYZ So You Don’t Have to. It’s easy to fall into this trap, but also simple to get out. It takes a few minor changes to tweak this common cliche into an effective marketing piece. Focus more on the benefits of your program, rather than reinforcing your audience “can’t do something.”
- …The Most Cutting Edge. Guilty as charged – a few of us may use this expression more often than not. Terms like cutting edge, innovative and next-generation have become so overused that they’re now known as jargon…cliché. We don’t dislike these adjectives, but come on, let’s get more creative.