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2 Ways to Really Connect With Your Customer in Your Copywriting
Copyright © 2005 by Bruce Carlson One of the least talked-about areas in copywriting education is voice. This is probably because it’s tough to set general rules for something that’s so personal to each of us. After all, the same things go into...
Freelance Writing on the Internet
So, you’ve decided to take up a career in freelance writing. You’ve hooked up the computer, installed the printer, and learnt the nitty-gritty of your word processor. You’ve maybe even been published a couple of times. You’re all set to conquer...
How to Write Killer Sales Copy
Sales copy is kind of like high school kids: the nicest, most polite ones often have the least friends. There are so many misconceptions going around as to what makes good copy that I thought it would be interesting to discuss the basics here....
Knowing Your Market ~ The Key to Good Sales Copy
One of the most important facets of good copywriting is knowing the market you’re writing for. You must know what this market is looking for and what problems it needs to solve. Once you know the answers to those two questions you can write...
Weaving words for the web
WHILE Luddites toll the death knell for books, we who have made the transition to “new media” look to the future with confidence. The Internet does not spell the end of the written word but the beginning of fresh opportunities and renewed status...
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Advertising Copywriting - The Top Ten Clichés and Why You Should Avoid Them
We've all seen them plenty of times. Frankly, once is too many. Copy clichés are more likely to put off prospective customers than convince them to buy your product or service. If your advertising copywriter comes up with them, find another advertising copywriter. Here are the worst offenders in the UK - and the reasons why you should never use them.
Expect the unexpected - This is number one on the list for a reason. It's the advertising cliché you're most likely to be subjected to and, ironically, it disproves what it's actually saying. Think about it. You've seen it so many times, you just know what to expect when you see a phrase like this. Something everyday, so-so and ....expected.
The best just got better - Are you (and the Advertising Standards Authority) quite sure about that? And what happens when that which got better gets...even better?
Tomorrow's xxxxx today - Just about acceptable when first coined, but soon devalued by overuse - and the realisation that the accuracy of predictions isn't what it used to be.
A once in a lifetime opportunity - Precisely how many once-in-a-lifetime opportunities can one person have?
The best kept secret in... - Then why are you advertising it to all and sundry?
The Rolls Royce of... - At one point this was so common (and misplaced) that Rolls Royce started
to sue companies for making the comparison. Nowadays, it just sounds ridiculous.
Thinking outside the box - A popular entrant in the last few years that has become almost omnipresent. Likely to show a writer who thinks very much inside the box - and should be locked up in one.
Our people are our most important assets - There was once a Dilbert cartoon about this one. Turned out that people were actually about fifth. Just below paperclips. Seriously, though, far too many companies use the phrase to play lip service to the concept.
Let us help take you into the 21st century - The successor to 'let us help take you into the 20th century", a cliché used almost until the champagne was being poured to celebrate the new millennium. And nearly as meaningless as its predecessor.
Open the door to success - The door you can actually hear is the one banging shut as the prospective but bored customer makes a smart exit.
About the Author
* Peter Wise is an advertising copywriter, website copywriter and SEO copywriter based in London, UK. He also writes direct mail, brochures, newsletter articles and press releases...but not clichés if he can possibly help it. You can reach him at +44 (0) 7767 687524. For further information, please visit http://ideaswise.com/
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