Once at one of my radio advertising copywriting seminars, an attendee protested, “What’s wrong with using cliches in radio commercials or even in an entire radio commercial campaign? Obviously they must work, or people wouldn’t keep using them.”

 

I guess I’ll just need to keep repeating this to radio programmers, copywriters, producers, air talent, and salespeople:

 

If everyone does it, it’s probably wrong.If “everyone uses cliches in commercials,” that alone should motivate you not to.

 

But here’s a more specific explanation of why cliches are to be avoided like the plague: Using timeworn cliches invites the audience to stop listening.

 

If I say to you, “It’s just like riding a bicycle…” you are free to let your mind wander because you know what I am going to say next.

 

If I’m trying to get you to take an action as a result of hearing my commercial, I can’t afford to have your mind wander — not even for a few seconds.

 

Bad copywriters don’t fill their commercials with cliches because they work. They reason they fill their radio commercials with cliches is they simply don’t know how to write effective copy.

 

A Partial List of Cliches You Never Again Will Use In A Radio Commercial

 

“Going on now”

 

“Now is the time…”

 

“They won’t last long.”

 

“Service second to none”

 

“Savings throughout the store”

 

“The sale you’ve been waiting for!”

 

“It’s sale time!”

 

“It’s midsummer madness time!”

 

“It’s bargain time!”

 

“It’s inventory time!”

 

“It’s big savings time!”

 

“It’s clearance time!”

 

“Storewide savings”

 

“It’s happening now!”

 

“We service what we sell.”

 

“For all of your (Fill In The Blank) needs”

 

“Friendly, knowledgeable staff”

 

“Locally owned and operated”

 

“Conveniently located”

 

“So hurry on down…”

 

“For the finest in…”

 

“It’s our people that make the difference!”

 

“Quality service”

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