5 Marketing Phrases To Avoid

Generally speaking, a good rule of thumb is to avoid catchphrases when marketing to potential clients. Some common phrases are fine -- “for a limited time” for instance, is a useful stand-by.

However, if you've heard the phrase over and over, chances are it is a cliche that you should absolutely avoid.

Here are some phrases that just plain ol’ don’t work:

• “State-of-the-art” - Unless your product is the only of its kind in the entire universe (other than being the best of course) don’t say this. It’s hyperbolic and really makes it seem like your product doesn't sell itself -- if it needs a firework show to get attention, then people are going to immediately question its inherent quality.
  Instead: Just say what is so great about it. Say what it does, what you offer, why it’s useful, why it’s worthwhile. Using cliches is lazy and a disservice to all of the hard work you've put in thus far. Don’t phone it in on the advertising level!
• “Once in a lifetime opportunity” - Again, a touch too hyperbolic. I’m sure your product is stellar, but when I read “once in a lifetime” I immediately assume I’m being spammed or scammed.
  
  Instead: What exactly makes your product and service so unique? Why should people pounce on this opportunity?
• “Look no further” - Use with extreme caution. Use only in the midst of a phrase, and then only when absolutely at a loss for words. If you want to stand out then you’ll need to do better than this!
  
  Instead: Say why your product or service is superior and why. No need to be verbose or long-winded, just pitch it to them as you would to a (professional) friend!
• “Best of the best” - Super cheesy and super lazy. Not only is this phrase redundant, it also doesn't convey any real information.
  
  Instead: Simply be the best. (You know you are!) You’re better off saying “We are the best ____ you will find, and here’s why.”
• “The one and only” - See “Once in a lifetime…” Use this phrase with discretion. If you sell the only hot dog with ice cream toppings in your general vicinity, then go right ahead and use this.
  Instead: You have a very unique and quality service, so don’t cheapen it with circus-ring fanfare.

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