Let’s rid the world of bad ad copy.

I was having breakfast with a client a while back and he brought to my attention an article in Business Week entitled: Five Words to Never Use in an Ad. Back at my office, I found it online and read it. It was great information. Author Steve McKee explained how there are many meaningless cliches that are simply timeworn, and should be avoided.

Why bad ads happen

There are so many reason why bad ad copy runs in newspaper, direct mail, internet, radio and television. Foremost, there is a lack of marketing expertise from the people who design or write these ads. Most newspaper and internet ad designers have experience in graphic design, not marketing. Most broadcast writers are either salespeople (who’s job is, in their mind, finished when the sale is made) or production people (who’s job is to get the ad produced to time out to exactly 30-seconds).

Next, there are deadlines. When people are in a hurry, time is not taken to write a proper ad. 80% of the time is spent deciding where to advertise, and 20% is spent deciding what to say. It should be the other way around;with emphasis on what you’re telling your audience to do. Cliche words and phrases are the easy way out of deadlines.

Budget cuts are another factor. Gone are the days of copywriters. A lot of this is due to downsizing of media departments. Finally, sometimes the responsibility of ad writing falls upon the owner of the business. This is especially true with small to medium-sized businesses. Their expertise lies in building houses, selling shoes, or practicing law, not writing advertising copy.

The A (as in Avoid) List

Here is an alphabetical list of 100 words and phrases to avoid in your marketing campaign and business correspondence. It’s taken from my experience, automotive, real estate, retail and banking sources, McKee’s article, plus the last six years of Lake Superior State University’s annual list of banished words. Enjoy, remember, then avoid:

A level playing field. Substitute fairness.

Attention to detail. How can you be detailed without paying attention?

Back by popular demand. Don’t use unless you’re marketing a Broadway show.

Best interests at heart. No, I think you just want to sell me something.

Best Price. Do you really want to compete on price only?

Click here:  For the remaining 95 words and phrases to avoid, or to read this complete article 

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Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency that plans and implements marketing programs for small to medium-sized businesses. He is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

website: http://www.258marketing.com
email: chris@258marketing.com