Get more customers than your identical competitors
Want to stand out from your competitors?
Hack writing in your proposals and websites isn’t a total disaster for your business. But it does make you seem exactly the same as everyone else in your game.
Every industry has them
Don’t feel too bad, every industry loves a cliche. TV newsrooms have professional writers, and they’re up there with real estate.
“The kitchen design offers enough storage space for even the most accomplished master chef … moving to the second floor, you will notice a wonderful hardwood timber staircase which leads you to four spacious bedrooms, all with carpet underfoot.”
Calm down with the word-flourishes, people. Reading that house spiel is like necking an entire bottle of maple syrup.
By the way, cliches aren’t restricted to words. Take a moment to enjoy the championship cliche levels of that estate agent stock photo at the top.
The B2B tender cliches
Then there are the B2B tender cliches.
Bloke: “Hi I’m Andrew. But everyone calls me the A-Dawg.”
3-step cliche-reduction checklist
When you’re writing anything you want customers to read, here’s a quick 3-step test to help weed your cliches out.