Smashing the Box
When writing web copy — or any other marketing piece — try to avoid words and phrases that have been overused. Like …
You’ll be glad you did …
Improve your bottom line …
Done right …
Outside the box …
We pride ourselves …
There is absolutely nothing wrong with any of the above phrases. It’s just that they have been used so much, they have become worn out expressions. Clichés are like white noise. They don’t cut through the advertising clutter to capture your reader’s attention.
When you write using slightly uncommon phrasing and wording, your message has a better chance of getting through and sticking.
For example, the above phrases might be rewritten as …
You’ll walk a heck of a lot taller …
Turn your accountant from a grump to a happy camper …
Done sooooo right …
Smashing the box …
And we don’t mind saying, we’re really good at …
Whenever you write something and you notice you have a very familiar phrase or cliché in your text … just try to think of a different way to say it. Make it friendly and lively.
HINT: Your best salesman probably does this naturally, all the time. Listen to him and then use his best lines in your copy.
Remember, scour your web copy for clichés. When you find one, don’t quit until you find a way to rewrite it.
