Quit the cliches

We've all heard it many times over; "We've got the guaranteed lowest prices in town and the most courteous, knowledgeable staff ready to serve you. We've been in business 50 years..." Blah, Blah, Blah Blah. STOP IT! If you're someone in the advertising decision making chain and this is what you're advertising sounds like, please do yourself a favor and just stop! This type of verbiage is irrelevant to the consumer you're trying to appeal to with your ads.

Instead of cliches, appeal to your prospect with words that tell them what you'll do for them. If you're in a service industry, talk about what solution you provide. Describe in detail what the problem is...and then how quickly, easily, and affordably you'll fix it. If you have products to sell, drive full margin business by touching the senses with how people will feel about themselves by purchasing your products rather than just offering discounted price points. Don't you want to make money? ;-)

No more cliches! Use words of relevance! Be meaningful about what you will do for the consumer and I guarantee you'll get better results.