Stealing ideas is highly recommended, but only if they are actually good. However, stealing old fashioned ideas that worked in the past is simply a dumb thing. The copywriting industry is rich in all kinds of clichés. They might make the copywriter feel good, but the reader will only experience a deja-vu feeling. The main problem is that such clichés encourage readers to believe that all your texts are nothing but some boring repetitions of phrases and ideas that they have already seen before.
How problematic a cliché can become
”Just because you are a close customer…”
There is something wrong in starting a sentence or a whole email message with this phrase. After all, each of your customers is a close one, so what can be more enticing than making it obvious? Things are different though. You transmit a wrong message if you use a cliché when starting a letter.
”Dear Alexandru-Adrian, I really do not care about you, so I will just use this old fashioned cliché instead of spending a few minutes thinking about a personal and innovative approach for you.”
This is how I feel. I know that this is a cliché because I have seen it thousands of times before. If you know it, your client knows it too. Sometimes, I assume that I have just received an automated message, so I will just delete it. How about something different?
”Dear Alexandru-Adrian, I would like to thank you for being such a close customer. Therefore, next time you call for an order, please contact me personally at this phone number for a 25% discount.”
”Dear Alexandru-Adrian, your loyalty is very important to our company. As a result, please accept this coupon code to try our free promotional package.”
It takes a little effort to change the text, but the client will believe that you do care.
At the end of the day, do not just dive into countless clichés. The world is fed up with promotional messages. Most of them are not interesting. They are not too professional either because no one bothers to think about them. In conclusion, think more. Allocate more money, time and effort, only to stand up in the crowd.
How to avoid using clichés
Avoiding clichés implies composing your own text without considering the messages you receive on a daily basis.
- Be extremely careful when it comes to clichés. When you find the text to be familiar and overused, think about its impact over your client.
- Whenever you find yourself using a cliché, rewrite it in a clear manner. Clients are more likely to be enticed.