Cliché marketing terms are everywhere. While many copywriters use these with all the best intentions, when copy is published, it only looks like the same ‘ole thing to visitors who have heard it over, and over…and over again. When it comes to marketing terms and words there are just some terms, phrases and sentences to avoid. 10 of the ones that are used far too often are found here.
- Cutting Edge, Robust, InnovativeThis sounds like someone trying to sound interesting but missing the mark. These words are simply jargon that are not going to achieve the desired response. The fact is, they are simply overused, which has made them virtually meaningless. However, there are still many marketers that use them – constantly.
The Solution: Instead of trying to use jargon to convince visitors you know what you are talking about and that what you offer is amazing, talk to them like they are an actual human. Use the same language you would use speaking to someone face to face.
- Service ProviderAnyone who is meeting some type of need is actually a service provider. When you fill up at the gas station, the actual station is a service provider. This tells your visitors absolutely nothing.
The Solution: Tell visitors what you do. If you sell gas, state “I sell gas.” This makes what you do much easier to understand and will not fall into the realm of useless jargon.
- “We go the extra mile.” Or “We exceed expectations.”There are few customers out there who are going to look for businesses that only do the bare minimum – they expect you to go out of your way to make them happy. You don’t have to say this.
The Solution: Be specific on how you go above and beyond. Use customer testimonials if possible.
- Proven Track RecordVirtually every company out there has past customers, which means you have a track record. It may be great – it may not; however, everyone’s is proven.
The Solution: Offer real facts and figures. Share the on-time performance rates you offer or the waste percentages. Give customers something concrete.
- One Stop ShopThis phrase originates in the 1920s when stores offered customers multiple services in one location. Today, the phrase is considered slang and used for any and everything you can imagine from television channels to websites. As a result, it is now considered to be quite cliché.
The Solution: Don’t say it! Let customers know what you offer. If you offer barbeque sauce and web marketing services – say so!
- Unique blend of…KFC, Church’s Chicken and other such restaurants likely have a unique recipe. However, unless you have something that is all yours or a service that is completely new, someone else is doing it.
The Solution: State what makes you different or better – don’t try mysterious.
- Built from the Ground UpThis is a common way to describe a benefit or strength of a company or product. It is a phrase commonly used in the manufacturing and technology industries. The fact is, customers don’t care how it was built, just if it meets their needs.
The Solution: Clearly define your value proposition and how your services or products will benefit your potential and current customers.
- Results OrientedSo your customers are actually going to get what they pay for? Cool! No one ever said this! Customers expect results, it does not have to be stated again.
The Solution: Deliver the promised results.
- For x, by x.Have you ever seen the statement, “for doctors, by doctors,” or something similar? While that may sound comforting – letting your customer know you are like them – it doesn’t describe how you are solving some problem, or even what you have to offer.
The Solution: Rather than being vague, take some time to think why being made by you (whatever it is that you are) matter? How is this going to benefit your customer?
- Myriad of SolutionsWhile this may be used to indicate you will do anything for customer satisfaction it really seems like all you are saying is, “hey, we don’t really know what we are doing so we will use some type of generic solution.”
The Solution: Let customers know what specifically you have to offer.
Take some time to avoid these terms and instead offer clear and concise solutions for your customers.