I never envisioned myself as a marketing strategist. As I was completing my master’s degree in journalism and starting my search for Ph.D. mentors, my partner had a candid discussion with me. My kids had reached their limit with mommy being occupied with graduate studies.
It quickly dawned on me that opportunities for AI ethicists with just a master’s degree were few and far between. However, many companies were on the lookout for marketing leaders with AI knowledge. I landed a rewarding, adaptable role as the vice president of marketing at a consulting business while still contributing articles to magazines during my free time.
Initially, I learned to write for consumers rather than academic committees (too lengthy; didn’t make the cut). Gradually, I started paying attention to other writing trends. I recognized that to create a more effective marketing message, we needed to steer clear of the clichéd phrases that often plague advertising copy. Consequently, I began mentoring my intern to avoid such pitfalls.
Here are some strategies for steering clear of clichés in marketing copywriting:
1. Steer clear of common marketing copywriting pitfalls
If you’ve been targeted by advertisements recently, you’ve probably noticed a trend where brands use language that promises a great deal.
The other day, when I logged into Zoom, I was met with a pop-up prompting me to “enhance” my communications. On other websites I’ve worked with, I’ve encountered claims to “optimize” everything from recycling strategies to meeting schedules. Then, there are the invitations to “boost,” “accelerate,” or “launch your business to the next level” and to “maximize your earnings.”
As you encounter ads, pay attention to the vocabulary that recurs most often. Do these advertisements leave a lasting impression on you? Are there alternative marketing copywriting techniques you could employ? If so, you might craft campaigns that audiences are more likely to remember—and yield a better return on investment for your marketing efforts.
2. Avoid relying on journalese to convey your message
The other day, a friend and I were bemoaning our hastily conceived business names. Hers features the word “elevate,” while mine includes the term “innovative.” We’ve all used overused phrases, whether we meant to or not.
Nevertheless, the frequent use of clichés in marketing copywriting may not be as ineffective as some writers claim. Research conducted at Princeton revealed that people’s pupils dilate when they read clichés, which may indicate engagement. Yet, engagement alone doesn’t guarantee success.
In On Writing Well, originally published in 1976 and available in several editions since, William Zinsser expresses it this way: “There is a kind of writing that might be termed journalese, and its presence diminishes the freshness of anyone’s style. It’s the prevalent language of newspapers and magazines like People—a blend of inferior words, invented phrases, and clichés that are so widespread that a writer can hardly avoid using them.”
While Zinsser’s critique is aimed at journalists, the same viewpoint appears in discussions about marketing. An article from marketing training organization MarketingProfs states that “clichés represent a gross misuse of grammar because they are devoid of meaning. They add no value in advertising. They are worthless in business memos. They lack substance and therefore cannot make an impact.”
3. Maintain authenticity in your marketing copywriting
Research indicates that millennials and Gen Z deem brands unauthentic when they resort to tired jargon. These generations have seen and heard it all, and they can quickly see through inauthenticity. Having grown up with technology, brands must capture their attention amidst the noise.
A survey by Roundel, Target’s media division, found that Gen Z consumers prioritize authentic and transparent marketing. Furthermore, a VistaPrint survey of its millennial employees also identified the use of clichés as the top “don’t” in marketing to millennials.
4. Ensure your marketing surpasses AI
Visit ChatGPT and provide it with this prompt: “You are a digital marketer for a company in [your industry]. Write five emails for a drip campaign promoting [product].”
Count how often it generates phrases like “elevate,” “maximize,” “innovative,” or any other terms I mentioned earlier.
As technology advances, we must highlight our expertise and produce work that machines cannot recreate. There will always be a demand for skilled copywriters, but fewer opportunities may exist for mediocrity.
I predict that brands that employ skilled writers instead of relying on machine-generated content filled with cheap jargon will achieve a more substantial return on investment for their focus on being memorable and authentic.
