How Your Clichés Turn Off Potential Customers

On July 16, 2014 / copywriting, marketing, page content / 1 Comment

You probably don’t use clichés in the marketing copy on your website.

Or do you?

I learned a simple rule from a marketing consultant years ago that’s stuck with me ever since. Don’t make your reader think “well, I should hope so”. But I see that all the time in website copy  — empty phrases and promises that prompt exactly that response.

• Quality service!
  Well, I should hope so.
• We do it right the first time!
  Well, I should hope so.
• We always honor our agreements.
  Well, I should hope so.
• We have expertise in [whatever it is we do] Well, I should hope so.
• Free estimates.
  Well, I should hope so.
• At [company name] you’re the boss.
  Well, I should hope so.
• We pride ourselves on working hard for our customers
  Well, I should hope so.
• We provide a job well done and done to your satisfaction.
  Well, I should hope so.
• We respect our customers
  Well, I should hope so.
• Fully insured!
  Well, I should hope so.
• Your satisfaction is our goal.
  Well, I should hope so.
• We work to make you happy.
  Well, I should hope so.

You get the idea.

The next time you write or revise your web content, I hope you will keep this principle in mind.

Well, I should hope so.

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