Cliché-Free Copywritying: Improve your directory listing – Part 5


No clichésBusinesses, such as yours, work diligently at making their product or service stand apart from their competition. With the constant barrage of new businesses and fresh services from existing competitors, that’s no easy task.

It’s easy to undermine the value and distinction of one’s business, by describing it with all–too-familiar clichés.

When flipping the pages of a printed wedding planner or scrolling the listings in an online bridal directory, the repetition of lazy copywriting prompts yawns and eye-rolls from the bride, wondering why many businesses to seem like commodities.

Definition of CLICHÉ

1: a trite phrase or expression; also: the idea expressed by it
2: a hackneyed theme, characterization, or situation
3: something (as a menu item) that has become overly familiar or commonplace
Clichés to avoid, include: 
  • Perfect
  • Unique
  • We specialize in…
  • Your dream day
  • Your special day
  • You dream it, we’ll do it
  • Best
  • Experience the difference
  • … excellent customer service…

Each of the words or phrase, listed, is vague, overused, or could apply to any wedding industry business.

Your product or service is distinct. Take the time to describe it with words that are equally fresh.

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog

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