Is your business really the ‘one stop shop’ for everything mechanical? Really?
What about... see us ‘for all your BLANK needs’?
And the same goes for ‘<COMPANY NAME> can help!’ well good, that’s why you are in business isn’t it?
Or… ‘There’s never been a better time to…’ so what, has every time before now been the worst time to buy from you?
‘Conveniently located’ ...OKAY... so since when has a business been inconveniently located?
‘Locally owned and operated’ or ‘family owned and operated’ I’m sorry, but personally, I don’t care. Saying that doesn’t make me want to shop with you, unless your service and price is what I am prepared to pay for, or it’s a secret family recipe that has been passed down from generation to generation, in which case then yes I will.
The worse offender in my books is… “Friendly and knowledgeable staff” I would hope so, but the fact that you have to say it means that they aren’t like that at all.
And if you don’t think that these are bad, then what about these ones:
‘In these unprecedented times…”
‘Now more than ever’
“Attention <DEMOGRAPHIC GROUP>”
‘The New Normal’
“We’re all doing our part”
During the pandemic the use of these became an epidemic in themselves – and every single ad seemed to use them, they turned listeners off in droves.
Don’t ask for the mundane or boring in your next radio script.
Instead: be creative, use unexpected words and squirrels to get listeners listening out for your commercial.
Save the clichés for your print ads – if you must have them at all in any advertising.
