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Beyond Cliched Openings

by The Marketeer
15 replies
I've noticed this trend recently.

Actually it's been going on for some time.

It reminds me of those moments.

When you're out shopping minding your own business and then suddenly...

Out of nowhere...

A salesman jumps out and surprises you!.

But you just know what's coming next.

You're dreading the pitch he's got ready for you.

Of course you've seen it all before too often.

But this is the type of approach still being used in various pieces of sales copy these days.

So the big question is:

How can we change this approach and be a bit more original and appear a bit more genuine and believable to the poor prospects that have to read some of this stuff?
#cliched #openings
  • Profile picture of the author BrianMcLeod
    Dear Frustrated Copywriter,

    Nothing "new" is happening.

    Shitty pitches, delivered by hacks, suck now, sucked before, and will always suck.

    That's all you're railing against.

    "Meet the new boss - same as the old boss".

    Brian
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    Brian McLeod
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    • Profile picture of the author The Marketeer
      Originally Posted by BrianMcLeod View Post

      Dear Frustrated Copywriter,

      Nothing "new" is happening.

      Shitty pitches, delivered by hacks, suck now, sucked before, and will always suck.

      That's all you're railing against.

      "Meet the new boss - same as the old boss".

      Brian
      Tell me about it.

      I just thought I'd let "the market" know the kind of stuff they're putting out there.

      You know when I see good copy I really appreciate it.

      I actually enjoy reading it.

      I'll take the time out and often think, "Wow" this is good.

      Sometimes I might just buy the product because the copy did a good job.

      I think to myself, "I wish I could write like this".

      But maybe I'm asking for too much.
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  • Profile picture of the author Pusateri
    Originally Posted by The Marketeer View Post


    How can we change this approach and be a bit more original and appear a bit more genuine and believable to the poor prospects that have to read some of this stuff?
    The reading/listening brain is a prediction engine, constantly anticipating what will come next. If it guesses correctly too often, the result is boredom.

    The solution: as soon as the prospect thinks he knows where you're going, do something unexpected.

    This can be as simple as saying the expected thing in an unexpected way.
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    • Profile picture of the author The Marketeer
      Originally Posted by Pusateri View Post

      The reading/listening brain is a prediction engine, constantly anticipating what will come next. If it guesses correctly too often, the result is boredom.

      The solution: as soon as the prospect thinks he knows where you're going, do something unexpected.

      This can be as simple as saying the expected thing in an unexpected way.
      Good point.

      This is where creativity comes into play, right?
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      • Profile picture of the author BrianMcLeod
        Originally Posted by The Marketeer View Post

        But maybe I'm asking for too much.
        I don't think so... It's not asking for too much to be stimulated, entertained, fascinated and educated by the sales copy that compels you to buy.

        Just don't expect hacks to write it (or even understand/care what makes it so...)

        Bad examples of crappy marketing are just that - bad examples. Ignore them.

        Focus on what hits you in the gut and pay attention to THOSE pitches.

        Originally Posted by The Marketeer View Post

        This is where creativity comes into play, right?
        Before creativity comes empathy... but yes, this is where the creative skill and experience of a great copywriter shine.

        Brian
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        Brian McLeod
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        • Profile picture of the author The Marketeer
          Originally Posted by BrianMcLeod View Post

          I don't think so... It's not asking for too much to be stimulated, entertained, fascinated and educated by the sales copy that compels you to buy.

          Just don't expect hacks to write it (or even understand/care what makes it so...)

          Bad examples of crappy marketing are just that - bad examples. Ignore them.

          Focus on what hits you in the gut and pay attention to THOSE pitches.

          Before creativity comes empathy... but yes, this is where the creative skill and experience of a great copywriter shine.

          Brian
          Thanks, glad to hear I'm not the only one.

          Empathy and Rapport before Creativity.

          Yes, I agree.

          Thanks.
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  • Profile picture of the author The Marketeer
    Originally Posted by Ken_Caudill View Post

    Where are the posts standing up for "tested," "tried and true," "classic," "proven" copy?

    This place is slipping.
    I've got no bones with "tested, tried and true, classic, proven copy"

    Because once a piece of copy has passed its initiation ceremony it moves into the big boys league.

    Which is quite a challenge for cliched copy to match up to.
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    • Profile picture of the author Pusateri
      Originally Posted by The Marketeer View Post

      I've got no bones with "tested, tried and true, classic, proven copy"

      Because once a piece of copy has passed its initiation ceremony it moves into the big boys league.

      Which is quite a challenge for cliched copy to match up to.
      Cliche wasn't always cliche. At one time it was tested, tried and true. There's an arc to these things.
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      • Profile picture of the author The Marketeer
        Originally Posted by Pusateri View Post

        Cliche wasn't always cliche. At one time it was tested, tried and true. There's an arc to these things.
        I guess you're right.

        When something gets used too much then it moves into the cliche zone.
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      • Profile picture of the author ERPLeadsWriter
        Originally Posted by Pusateri View Post

        Cliche wasn't always cliche. At one time it was tested, tried and true. There's an arc to these things.
        I'm curious. How do we determine the actual course of this arc?

        Has anyone ever wondered if something went from cliche but then after a year or so of being in the gutter, wounds up revived because its predecessor(s) became a cliche too? :confused:
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        • Profile picture of the author Pusateri
          Originally Posted by ERPLeadsWriter View Post

          I'm curious. How do we determine the actual course of this arc?

          Has anyone ever wondered if something went from cliche but then after a year or so of being the gutter, wounds up revived because its predecessor(s) became a cliche too? :confused:
          A phrase is cliche when the average person can see it coming. That's when it becomes the stuff of parody and stand-up routines. Once it's cliche it stays cliche, until it passes out of our collective memory.

          The phrase "operators are standing by" is cliche to anyone over about thirty who remembers it as part of the call to action in so many TV commercials. I don't think people in their twenties see it that way.

          So, thirty years from now, you can use it in an ad and instead of yawning, people will think, "wow, live operators!"
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          • Profile picture of the author ERPLeadsWriter
            Originally Posted by Pusateri View Post

            A phrase is cliche when the average person can see it coming. That's when it becomes the stuff of parody and stand-up routines. Once it's cliche it stays cliche, until it passes out of our collective memory.

            The phrase "operators are standing by" is cliche to anyone over about thirty who remembers it as part of the call to action in so many TV commercials. I don't think people in their twenties see it that way.

            So, thirty years from now, you can use it in an ad and instead of yawning, people will think, "wow, live operators!"
            Good estimate, although I sincerely believe copywriters by then should actually take advantage of that. Some cliche hunters either end up having a memory that is too long for their own good or just have a weird habit of calling something cliche because the person with the long memory said so.
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            • Profile picture of the author The Marketeer
              Originally Posted by ERPLeadsWriter View Post

              Good estimate, although I sincerely believe copywriters by then should actually take advantage of that. Some cliche hunters either end up having a memory that is too long for their own good or just have a weird habit of calling something cliche because the person with the long memory said so.
              Yeah good point.

              But sometimes I wonder if maybe some cliche lovers become so attached to cliches that they find it difficult to let go of them.

              Or maybe it's just too challenging for them to be a bit more original.
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