Have you ever thought about the origin of the word “cliché”? It actually comes from the world of printing. Back in the day, when typesetters had to manually assemble letters to create words, paragraphs, and entire pages, they would often group frequently used letters or words on a single plate. This clever technique, also known as a “stereotype block,” made printing these recurring sequences faster and more efficient.
The evolution of both “cliché” and “stereotype” into metaphors is quite fascinating. Just as clichés simplified printing for typesetters, they also make writing easier. Opting for a common, easily recognizable phrase offers a shortcut to convey a thought quickly. Crafting original language that is both clear and impactful requires more effort and time. Let’s face it, we’re all a bit lazy, and our writing isn’t always free of clichés. This is understandable, as people often skim our content rather than reading it meticulously. They scan through, and using clichés might actually aid this scanning process. Familiar phrases are easier to digest – they’re already readily available in our minds. But here’s the catch: Overusing these phrases strips them of their impact. Those who take the time to savor your writing, reading each sentence carefully, will find it unoriginal and uninspired. It’s crucial to write for the discerning reader, the one who pays attention and appreciates well-crafted prose, rather than the casual skimmer.
As someone who writes poetry, I’ve made a conscious effort to avoid clichés for many years. The sting of a professor labeling a line in your poem as a cliché during a workshop is unforgettable. “Starlings always wheeling!” or “Ice cubes eternally clinking!” A friend who recently judged a poetry contest shared an amusing list of words and themes that had unfortunately become cliché in poetry in recent years:
As marketers, I believe we should be just as vigilant about avoiding clichés as accomplished poets. Here’s an initial compilation of marketing clichés to eliminate from your writing.
Content Reigns Supreme
This is arguably the most overused expression in the realm of search marketing (perhaps rivaled only by “SEO is dead”). While it aims to convey the importance of content, it’s become a phrase that induces boredom and mental fatigue. One could even argue that it’s no longer accurate – in fact, “content is king” was frequently mentioned in this collection of bad SEO advice.
The existence of stock images about it confirms its cliché status
Think Beyond the Confines
This is the epitome of a meta-cliché – urging people to be original by using a phrase that embodies unoriginality! It’s ironic, isn’t it? Chefs seem particularly fond of this expression, though their culinary abilities surpass ours. As content creators, we should strive for greater originality.
Maintain Your Composure and Proceed
“Keep Calm and Carry On” has become a visual cliché – you don’t even need to utter the words to participate in its overuse. Someone even managed to combine two clichés from this list into a single meme:
As the saying goes, “Le sigh” This trend peaked a while back. It’s time to move on.
Unveiling the Mysteries of X That You Were Curious About
A while ago, someone on Inbound.org expressed their frustration with the overabundance of “Ultimate Guides.” (Finding the specific post proved challenging due to the sheer volume of submissions containing “ultimate guide” in their titles!) While formulaic headlines are generally uninspiring, the “Everything You Ever Wanted to Know About X But Were Afraid to Ask”* format is particularly irksome. Similar offenders include “What You Can Learn About X from Y” and “What We Discuss When We Talk About X.” *This reference might be lost on younger readers. It originates from a 1969 sex manual that Woody Allen adapted into a rather peculiar film in 1972. So, each time you use this headline, you’re inadvertently evoking images of Woody Allen in this particular costume:
The Importance of Continuous Testing
This cliché is often paired with an image of Alec Baldwin from Glengarry Glen Ross. (We’re not immune to this, having done it ourselves.)
Elevate X to New Heights
Leveling up in Super Mario is enjoyable, but let’s be honest, we haven’t done that in quite some time.
Can we all agree to retire the phrase “take your blah-blah to the next level”? It always evokes memories of those incredibly enthusiastic male voiceovers.
Google’s Under-the-Radar Launch of …
This one is prevalent in tech journalism:
It suggests that Google is engaging in something secretive, that the quietly launched feature is part of a grand scheme. In reality, Google unveils numerous features across its products every week. Most of these launches are, by necessity, quiet. (Though that doesn’t rule out any conspiracy theories.) So, what marketing clichés make you cringe? (Ending this post with a cliché was simply unavoidable…)