For powerful writing, avoid clichés ‘like the plague’

By Gail Kent, ABC

Whether you write speeches, ads, Web sites, blogs, brochures or sales letters to introduce your product or service (or even to sell yourself in a cover letter for new job), crisp original writing will provide more impact. There are many ways to write winning copy, but often you should avoid the first thing that pops into your mind, because they are tired, overused clichés that have lost their ability to surprise and impress the reader.

Here are just a few phrases that no longer work (if they ever did…):

· State-of-the-art.
· High-tech.
· Leading edge or cutting edge.
· We’re #1. (If you make a claim, make it specific and verifiable,
     as in, “The largest seller of XYZ east of the Mississippi.”
· We care. (You care, we care, all God’s children care.)
· We treat you just like family. (And this is a good thing?)
· Our people make us different.
· Our service makes us different.
· We think outside the box. (Let’s retire the box, please.)
· We’re professionals.
· We do it all. (No, you don’t.)
· We exceed expectations.
· We’re here to serve you.
· Our mission is …. (boring to everyone except the boss).
· The best kept secret. (Not anymore.)
· A once-in-a-lifetime opportunity.
· Synergy. (This word was so ‘90s.)
· No job too small. (Do you really want to look that desperate?)
· We pass the savings on to you.
· We take pride in our ____ (fill in the blank). (It’s not about
     you; it’s about your customer.)

There are many others you can add to the list, including some that are specific to your industry. Be alert and cull these timeworn phrases from your writing or speech for more effective communication.

(Gail Kent is the managing director of The Buzz Factory, a boutique public relations and marketing firm in Newport News, specializing in copywriting and organizational storytelling.)