How do we avoid using the cliches in your messaging like seamless, best-in-class, #1 industry leader etc?

Answer

7 Answers

Messaging Frameworks

Nami Sung

Ramp VP of Product Marketing • 2y

Ha. Take off your marketing skin and try to channel your inner human. Is this how a normal non-marketing person would say it to their ride share driver or Trader Joe's bagger? Read it aloud. Then, read it aloud again to your friend or partner. If you can't say it with a straight face or any tinge embarrassment, then scrap it. Okay, but also, some cliches exist for a reason. They're convincing to enough people. Lots of companies say #1 for a reason. Some people might roll their eyes or ignore it ...Read More

1,086 Views
Aneri Shah

Ethos VP Marketing | Formerly Meta, Microsoft • 2y

Speak like you would speak to a human: We often write messaging that speaks to corporations rather than individuals. Think about how you'd explain what you do to a client on a sales call. Now think about how you'd explain it to your mom, a friend, a child, or a stranger at a party. What do all of those descriptions have in common? What are some of the most salient concepts for you to communicate? Focus on those. Pro tip: Use AI to help you riff on your messaging if it's feeling a little stale. A ...Read More

1,328 Views
Christine Sotelo-Dag

Close Head of Product Marketing • 2y

While I was working at Intercom under Matt Hodges he recommended our entire team read 'On Writing Well' and I still go back to this book often for tips on good writing. Although, it's not specifically teaching how to avoid cliches, it does help the reader with tips on keeping writing clear and succinct and compelling. So I'd check that out. I also follow Emma Stratton at Punchy and I have consumed SO MUCH of her content. She does specifically tackle how to avoid jargon, and why it doesn't work - ...Read More

543 Views
Stephanie Kelman

Shopify Senior Product Marketing Lead • 2y

I get it - it is so hard to avoid using cliche terms. These words are front and center in our marketing vocabulary but we all know that they are watered down and abused by the market. Is the cliche actually true? If your product really is the industry leader or the best in the world and you have the data to back it up, then go big with that. For most of us, that just isn’t the case and customers know that. Get closer to the customer - When I’m stuck on cliche terms, I go back to my customers. It ...Read More

669 Views
Lauren Craigie

Inngest Head of Marketing • 2y

If you’d be embarrassed using those words when describing the product to a good friend, don’t use it.

Then you’ll have two options:

1) Eliminate altogether, since those words are often just duplicative to the word following it. “Seamlessly integrates” becomes just “integrates”

2) Replace it with more “how” detail. “Seamlessly integrates” becomes “initiates an HTTP request” in certain situations.

526 Views
Jane Reynolds

Upstart Product Marketing Director, New Products • 2y

It's not cliche if it's true and you can prove it—if you're #1 in something, say it! But be specific: Are you #1 in App Store rankings? In consumers? Make that clear.

For more "throwaway" terms like "seamless," I recommend being descriptive. Explain what makes your product seamless versus that you are.

And finally, let your consumers speak for you! Your consumer saying it goes a lot further than it coming from the brand.

457 Views
Lawson Abinanti

Messages That Matter Co-Founder • 11mo

Make your users aware of the importance of avoiding cliches, buzzwords, words that are overused and create a list of words to avoid such as:

·        Insight or insights

·        Transform or transformation

·        Revolutionize

·        Leverage

·        Empower

·        Actionable

·        Disrupt or disruptive

·        Game changer

·        Cutting edge

·        Next generation

·        Holistic

·        Synergy

·        Innovate or innovative

·        Robust

·        Scalable

·        Agile

172 Views