The worst stamps and clichés in copywriting that kill any text
Nothing spoils texts like clichés and stamps. This material tells you what they are and how to avoid them.
- Clichés and stamps in the text
- How dangerous is the use of stamps in content
- 20 stamps and clichés that are most common in commercial copywriting
Stamps and cliches in copywriting can ruin the quality of any text - both ordinary and selling. Articles filled with empty phrases irritate people, do not inspire confidence and discourage reading the text to the end. However, some of the clichéd phrases have settled so deeply into the subconscious of people that have become invisible to either authors or readers. Eliminating stamps and clichés from the text is one of the important skills of a copywriter.
Clichés and stamps in the text
Often cliches and stamps in the text are used by copywriters out of habit. Reading the finished text, it may seem that the meaning of phrases is clear. But what exactly the author is trying to convey to the reader - is not quite clear. There is no clear border between the definitions of what is a cliché and a stamp. The only difference is that a cliché lacks expressiveness.
Cliches are stable expressions that make it difficult to read a text. They are often found in journalistic and scientific works, in the design of documents, sometimes in everyday situations.
Clichés in the text are difficult to read and annoy readers because they distract their attention and prevent them from understanding the meaning of what is written.
Examples of clichés: it is required to prove, individual approach, we can conclude, meeting at the highest level, a dynamically developing company.
Clichés also occur in politics. They may have the opposite meaning, depending on the content: realistic patriotism, false Western values.
Stamps are hackneyed expressions that have lost their initial imagery. They are mostly used by journalists in the media, copywriters and businessmen in business deals.
Stamps make the meaning of the text vague. Usually consist of 3-4 words that are easily replaced by one. Speech stamps examples:
got a total win, you win;
has a basis in fact - valid;
a forest of hands went up in the vote - voted unanimously.
There are times when a stamp consisting of several words cannot be replaced with one word. In such a case, it is necessary to cite a fact that proves the company's superiority over its competitors.
How dangerous is the use of stamps in content
The main reasons why you should give up clichés and stamps when writing texts:
- Thesemantic content of the text is reduced. Ready-made phrases do not provide a person with useful information about the company and its services, the necessary information is completely or partially lost in the text.
- The attention of potential customers is diverted. In the frantic rhythm of modern life, a person has to have quick access to the necessary knowledge in order to buy a product at a favorable price and conditions. Therefore, it is important to provide the user with quick and easy access to the information, otherwise it is possible to miss the customer.
- Theeffectiveness of promotion in search engines is decreasing. The algorithm of search engines is constantly updated and improved. It is no longer enough to fill a page with the maximum number of keywords, it is important to create high-quality and truly useful text for customers.
- Stamps in advertising are a sign of poverty of language skills. First and foremost, copywriters and editors who search for employers need to pay attention to this point. A portfolio text filled with clichés and stamps will most likely lead to the answer, "We will definitely call you back".
20 stamps and clichés that are most common in commercial copywriting
Hackneyed phrases and word combinations are already deeply embedded in the human subconscious, so it happens that the problem of text clichés and stamps is quite difficult to define. In order to do so, it is necessary to know the most common and clichéd phrases:
- Wide assortment.
- In no time at all.
- Flexible pricing policy.
- Quality services.
- Individual approach.
- A unique opportunity.
- The best specialists.
- Great experience.
- It's common knowledge.
- Best value for money.
- Mutually beneficial cooperation.
- Modern design.
- Experienced staff will advise you.
- In light of recent events.
- A dynamically developing company.
- European quality of service.
- Became a calling card.
- Market leader.
- You'll be immersed in the atmosphere.
- It's rabidly popular.
These stamps and cliches should be completely excluded and not used even in conversation. They do not reveal the full meaning of the text and can harm not only the article, but also the author and the organization itself, because we are talking about commercial services.
Replace template word combinations with your own unorthodox sentences, fight for the purity of meaning in your texts. It is much easier than you think to compose a phrase beautifully and attractively, without using hackneyed expressions .
And if you find it difficult to identify clichés or stamps on your own, you can use ReText.AI service. All you have to do is upload a ready-made text, and the program will exclude stamps from it without losing any meaning.