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. Here are a few I’ve seen recently:
- 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.
According to Writing 101 from Masterclass, Overused clichés can show a lack of original thought, and can make a writer appear unimaginative and lazy.
The next time you write or revise your web content, I hope you’ll keep this principle in mind.
Well, I should hope so.
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