Comments on: Top 20 B2B copywriting cliches http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/ Advice and reflections from a freelance copywriter Wed, 08 Feb 2012 17:12:35 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: David K http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/comment-page-1/#comment-5628 David K Wed, 09 Feb 2011 15:56:49 +0000 http://www.abccopywriting.com/blog/?p=257#comment-5628 Many of these have indeed become cliched, but there's a lot to balance out when deciding on the vocabulary. As has been said, many clients really want this sort of terminology. In addition, you often have the trade-off: sharp, economical copy that gets to the point, or fumbling around with long-winded expressions to avoid a cliche? The SEO side also can't be ignored. There were 201,000 global searches last month for "IT solutions". Avoiding cliches potentially avoids hits. But these are flexible and strategic decisions and we should be pretty proactive in exploring them. Possibly in a modular fashion. Many of these have indeed become cliched, but there’s a lot to balance out when deciding on the vocabulary.

As has been said, many clients really want this sort of terminology. In addition, you often have the trade-off: sharp, economical copy that gets to the point, or fumbling around with long-winded expressions to avoid a cliche?

The SEO side also can’t be ignored. There were 201,000 global searches last month for “IT solutions”. Avoiding cliches potentially avoids hits.

But these are flexible and strategic decisions and we should be pretty proactive in exploring them. Possibly in a modular fashion.

]]> By: Grant Probate http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/comment-page-1/#comment-5627 Grant Probate Wed, 09 Feb 2011 15:27:27 +0000 http://www.abccopywriting.com/blog/?p=257#comment-5627 Cliches [not to be confused with jargon] are lazy; meaningless; thoughtless and uninspiring. Considering the beauty and richness of the English language, the least we could do as professional communicatiors - wordsmiths and thier clients, is to express ourselves in less hackney terms. Cliches [not to be confused with jargon] are lazy; meaningless; thoughtless and uninspiring. Considering the beauty and richness of the English language, the least we could do as professional communicatiors – wordsmiths and thier clients, is to express ourselves in less hackney terms.

]]> By: Kimmo Linkama http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/comment-page-1/#comment-5626 Kimmo Linkama Wed, 09 Feb 2011 15:00:09 +0000 http://www.abccopywriting.com/blog/?p=257#comment-5626 An afterthought: What has annoyed me no end over the past few days is "secret sauce" favoured by far too many American marketing writers. If they want to sell me their webinars or white papers, why do they think they'll succeed by invoking images of hamburger meals or dinner? Apologise for the OT. An afterthought: What has annoyed me no end over the past few days is “secret sauce” favoured by far too many American marketing writers.

If they want to sell me their webinars or white papers, why do they think they’ll succeed by invoking images of hamburger meals or dinner?

Apologise for the OT.

]]> By: Eoin http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/comment-page-1/#comment-5625 Eoin Wed, 09 Feb 2011 14:52:55 +0000 http://www.abccopywriting.com/blog/?p=257#comment-5625 The worst thing is lots of businesses want this type of language. Some of them think anything else is unprofessional. It doesn't make you sound intelligent or professional; you just sound like every other unremarkable business. The worst thing is lots of businesses want this type of language. Some of them think anything else is unprofessional.

It doesn’t make you sound intelligent or professional; you just sound like every other unremarkable business.

]]> By: Andy Nattan http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/comment-page-1/#comment-5623 Andy Nattan Wed, 09 Feb 2011 12:21:51 +0000 http://www.abccopywriting.com/blog/?p=257#comment-5623 RoI's a necessary evil, although there is no excuse whatsoever for "synergy". RoI’s a necessary evil, although there is no excuse whatsoever for “synergy”.

]]> By: John Yossarian http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/comment-page-1/#comment-5622 John Yossarian Wed, 09 Feb 2011 12:19:13 +0000 http://www.abccopywriting.com/blog/?p=257#comment-5622 Thanks for this. I’ve taken this all on board, and thanks to your pointers, my future copy will be a robust synergy of dynamic and modular solutions, tailored – yet flexible – to the strategic expectations of the partnership, providing innovative integration and a proactive competitive advantage to deliver an agile RoI and leverage the added value, which is, of course, key. I think I was just a little bit sick in my mouth. -JY Thanks for this. I’ve taken this all on board, and thanks to your pointers, my future copy will be a robust synergy of dynamic and modular solutions, tailored – yet flexible – to the strategic expectations of the partnership, providing innovative integration and a proactive competitive advantage to deliver an agile RoI and leverage the added value, which is, of course, key.

I think I was just a little bit sick in my mouth.

-JY

]]> By: Kimmo Linkama http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/comment-page-1/#comment-5621 Kimmo Linkama Wed, 09 Feb 2011 12:13:40 +0000 http://www.abccopywriting.com/blog/?p=257#comment-5621 I agree---mostly. As Ben points out, these clichés can sometimes be the only way of expressing a point in the shortest possible way. You also have to bear in mind that some of these clichés are the accepted way of talking/writing for some B2B audiences, so they may be unavoidable if you want to "speak their language" and sound familiar and approachable. That said, I'm all for normalspeak if at all possible. I agree—mostly. As Ben points out, these clichés can sometimes be the only way of expressing a point in the shortest possible way.

You also have to bear in mind that some of these clichés are the accepted way of talking/writing for some B2B audiences, so they may be unavoidable if you want to “speak their language” and sound familiar and approachable.

That said, I’m all for normalspeak if at all possible.

]]> By: Ben Locker http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/comment-page-1/#comment-596 Ben Locker Fri, 12 Mar 2010 15:26:50 +0000 http://www.abccopywriting.com/blog/?p=257#comment-596 Must confess to being guilty of the one stop shop, though I tired of it a long, long time ago.... I'm occasionally flexible, when it's the only word that will do the job. .-= Ben Locker´s last blog ..<a href="http://feedproxy.google.com/~r/benlocker/~3/AW1d3wPypgk/" rel="nofollow">Government jargon leaves human beings out of the equation</a> =-. Must confess to being guilty of the one stop shop, though I tired of it a long, long time ago…. I’m occasionally flexible, when it’s the only word that will do the job.
.-= Ben Locker´s last blog ..Government jargon leaves human beings out of the equation =-.

]]> By: Tweets that mention Top 20 B2B copywriting clichés -- Topsy.com http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/comment-page-1/#comment-116 Tweets that mention Top 20 B2B copywriting clichés -- Topsy.com Mon, 12 Oct 2009 11:35:17 +0000 http://www.abccopywriting.com/blog/?p=257#comment-116 [...] This post was mentioned on Twitter by Tom Albrighton and Scott Knutti. Scott Knutti said: Top 20 B2B copywriting clichés http://bit.ly/FI5Mi [...] [...] This post was mentioned on Twitter by Tom Albrighton and Scott Knutti. Scott Knutti said: Top 20 B2B copywriting clichés http://bit.ly/FI5Mi [...]

]]> By: lemondrizzle http://www.abccopywriting.com/blog/2009/10/12/b2b-copywriting-cliches/comment-page-1/#comment-115 lemondrizzle Mon, 12 Oct 2009 09:28:46 +0000 http://www.abccopywriting.com/blog/?p=257#comment-115 You say 'cliches', I say 'manual'. You say ‘cliches’, I say ‘manual’.

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