Marketing Clichés You Should Avoid Using

Every single statement you display for the world to see can either make or break your business. The problem is, promises get old. People get sick of unmet expectations. The once catchy and trendy terms from decades ago are now obvious advertising schemes. Consumers already know the games that brands and industries play.

So, why don’t we take a look at the clichés that your marketing campaign is better off without. You may need some shifting in your strategy or a more aggressive approach. Here are four marketing terms you should not be repeating:

Industry leader. It probably hasn’t struck you until now that you’ve been reciting the same lullaby as other competitors in the business. People are not going to pick you just because you say you’re a key player in the industry, and they won’t put any stock in your bold statement if every other company is saying the same thing. Not only does it create confusion, but it can send the message that you are not credible as a service provider. How to position yourself in ads to put your best foot forward without getting it stuck in your mouth instead is one of the most critical issues in branding.

Just what you need. “We have exactly what you need, when you need it.” This sounds promising and too good to be ignored. What customer wouldn’t fall for this when he wants something specific and you boldly state that you have just the thing? The answer, surprisingly, is nobody. In a setting about ten years ago when there were only 2 or 3 other people in your area providing the same service, maybe yes, but this just doesn’t work anymore. People have a see-it-to-believe-it attitude these days, and they do not react positively to claims that are actually too good to be true. Describe what you can give instead and let them come to you.

Exceeding expectations. Rings a bell, doesn’t it? Of all the tag lines mentioned here, this is probably the one that raises the most eyebrows. Sometimes you need to ask yourself the question “Do we really?” Besides, this claim strikes most consumers as either an unconscious wish on your part or plain puffery, and it actually does not make your brand look good. The ability to meet client requirements is one thing to aim for and exceeding expectations is something that no brand should claim anyway because it is too risky a bet. Sometimes marketers misinterpret just getting the job done right the first time as being too weak a pitch to attract customers. The idea here is that when you finish something you’re supposed to finish, it’s the least you can do unless you’re a charitable institution. To the majority of the paying public, however, this is simply being honest and with all the con artists out there, more credible than an exaggerated claim.

Perfection. When you imagine consumers reading this word on a product description or press release, you may think that it inspires confidence in all the time and effort put into research and development. The truth is, however, that people will automatically think that the product is anything but. Realistically, flaws are inevitable and sometimes a necessity to encourage further improvement. Some consumers may get taken in by the word “perfect,” but being careful is the principle behind preserving your name. Not all gutsy moves result in glory.

Basically, people believe what has been tried and tested. It is always safer to have testimonials from previous clients speak for you than for you to come off as trying too hard to toot your own horn. Again, keep it simple and straightforward and people will come to you.

Denise Ellison