Copywriting Clichés: Making 'Em Laugh, Cry, and Roll Their Eyes!

Clichés are like cockroaches. They're everywhere, and they're hard to kill. But unlike cockroaches, clichés don't make me want to vomit. They just make me want to bang my head against a wall.

Clichés are overused phrases and expressions that have lost their meaning. They're lazy and unoriginal, and they make your writing sound boring and uninspired.

As a copywriter, you should avoid clichés at all costs. Clichés will make your writing sound weak and unpersuasive. They will also make your brand sound generic and forgettable.

Here are a few tips on how to avoid clichés in your copywriting:

• Be original. Don't be afraid to come up with your own unique way to say things.
• Be specific. Avoid using vague language and clichés. Instead, use specific and concrete language to describe your product or service.
• Be creative. There are always multiple ways to say the same thing. Use your creativity to find new and interesting ways to communicate your message.

Here are a few examples of clichés that copywriters use all the time:

• Think outside the box.
• At the end of the day.
• Blue sky thinking.
• Game changer.
• Low-hanging fruit.
• Move the needle.
• No-brainer.
• Paradigm shift.
• Raising the bar.
• Synergy.
• Table stakes.
• Thinking outside the box.

These clichés are so overused that they've lost all meaning. They're like empty vessels that can be filled with any kind of content.

But that doesn't mean that clichés can't be used in a creative way. Here are a few examples of advertisements that use clichés in a creative way:

• A Volkswagen ad that uses the cliché "Think outside the box" by showing a car driving out of a box.
• A Nike ad that uses the cliché "Just do it" by showing a variety of athletes overcoming challenges.
• A Coca-Cola ad that uses the cliché "Open happiness" by showing people from all over the world enjoying a Coke.

These ads use clichés in a way that is original, specific, and creative. They make the clichés feel fresh and new again.

Copywriters use a variety of techniques to utilize clichés. Here are a few examples:

• Subverting clichés: This involves using a cliché in a way that is unexpected or ironic. For example, a car ad might use the cliché "Think outside the box" by showing a car driving out of a box... but the box is actually a coffin.
• Using clichés in a new and interesting context: This involves using a cliché in a way that is original and unique. For example, a Nike ad might use the cliché "Just do it" by showing an athlete with a disability overcoming a challenge.
• Using clichés to create a sense of nostalgia: This involves using clichés that are familiar and comforting to the reader. For example, a Coca-Cola ad might use the cliché "Open happiness" by showing people from all over the world enjoying a Coke.

So, how can you avoid clichés in your copywriting? Here are a few tips:

• Read widely. The more you read, the more exposed you will be to different writing styles and techniques. This will help you to develop your own unique voice and style.
• Be critical of your work. Take the time to read your work over carefully and identify any clichés that you may have used.
• Ask for feedback. Ask a friend, colleague, or mentor to read your work and give you feedback on any clichés that they may notice.

Here are 10 examples of how you could use clichés effectively:

1. Cliché: "When life gives you lemons, make lemonade."Product Headline: "Introducing 'Lemonade in a Snap' – When Life's Citrusy Curveballs Become Refreshing Adventures!"
2. Cliché: "Don't count your chickens before they hatch."Product Headline: "Eggstraordinary Egg Timer: Stop Counting, Start Cracking Perfect Eggs Every Time!"
3. Cliché: "You can't judge a book by its cover."Product Headline: "Bookworm's Dream: The 'Coverless Classics' Library – Surprise Yourself with Every Page!"
4. Cliché: "The early bird catches the worm."Product Headline: "Rise and Shine with 'Wormy Wonders' Cereal – Breakfast for the Real Early Birds!"
5. Cliché: "A penny for your thoughts."Product Headline: "Thoughtful Tracker: Your Thoughts Are Worth a Lot More Than Pennies!"
6. Cliché: "Two heads are better than one."Product Headline: "Double the Fun: The 'Dynamic Duo' Gaming Controllers for Unbeatable Adventures!"
7. Cliché: "All's fair in love and war."Product Headline: "Love Letters of War: The 'Heart-to-Heart' Pen Set – Rewrite the Rules of Romance!"
8. Cliché: "When in Rome, do as the Romans do."Product Headline: "Rome-Ready Travel Guide: 'Roman Holiday' Edition – Travel Like You Were Born There!"
9. Cliché: "Every cloud has a silver lining."Product Headline: "Silver Lining Sunglasses: See Life Through a Shimmering Lens of Positivity!"
10. Cliché: "Actions speak louder than words."Product Headline: "Talk is Cheap – 'Action Ace' Smartwatch: Your Deeds in Decibels!"

Avoiding clichés in your copywriting takes practice, but it's worth it. When you avoid clichés, your writing will be more original, engaging, and persuasive.

According to a recent study by Ahrefs, 91% of consumers say that they are more likely to buy from a brand that uses authentic language in its marketing. This suggests that it is important to use clichés with caution, as they can be seen as inauthentic if they are not used in a creative and meaningful way.

Here are a few statistics about the use of clichés in copywriting:

• According to a study by the University of Pennsylvania, the average person uses about 15 clichés per day.
• A study by Grammarly found that the most common clichés used in business writing are "think outside the box," "at the end of the day," and "low-hanging fruit."
• A study by HubSpot found that the most common clichés used in marketing copy are "call to action," "value proposition," and "unique selling proposition."

It is important to note that clichés are not always bad. They can be used effectively to communicate a message in a clear and concise way. However, it is important to use clichés sparingly and to use them in a creative and meaningful way.