Why Would You Say That?

 

During the past week, I heard that phrase in two separate radio spots and read it in a marketing email. 

 

In each commercial, the business owner was talking about the benefits of his service when, half-way through, he said, “but don’t take my word for it.” 

 

Think about that. 

 

Why would anyone serving as a spokesman for his company undermine his own credibility that way? Why would he suggest that we shouldn't trust him? 

 

“Don’t take my word for it” is a cliché that less-experienced copywriters might use as a transition between a claim and additional proof. 

 

But the phrase is missing an important word: just. “Don’t JUST take my word for it” introduces more evidence without devaluing what the spokesperson has already said. 

 

 

When writing your marketing or advertising copy, avoid clichés for two reasons:

 

1) They’re so common that they lack power, and weak words do nothing to engage your audience or differentiate your brand. 

 

2) When you rely on phrases that so many other advertisers use, your message can be perceived as meaningless white noise, which means it’s easier to ignore. 

 

Also, when proofing your ad copy, think literally about your message. Are you really saying what you mean? Are your words logical and accurate? For instance, telling your audience “don’t take my word for it,” makes no literal sense. Or the claim that your store is “conveniently located” is not literally true for the majority of your audience, since “convenience” is a relative term. 

 

Review your broadcast copy and digital content for filler words and inaccuracies that detract from your message and the customer experience you provide. Then, let us know if we can help with re-writes or new copy.