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Rob Eagar

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Sep 25 2007

The Danger of Clichés

“Sought-after speaker”; “Award-winning author”;
“Master Story-teller”; “Changing the World”

Nothing kills your marketing materials faster than using a bunch of cliches. Yet, most speakers and authors litter their promotional items with these types of nebulus phrases. Why? Because it’s easier to use cliches to fill up space, rather than spend serious time thinking about your audience and their specific needs.

Clichés sound bad because they’re statements with a lack of motivation attached to them…that’s why they come across as vague or trite. Sometimes, we write vague marketing text because we don’t really believe in our own message. So, if we avoid offering tangible benefits or a guarantee, then we think it lets us off the hook. All it really does, however, is diminish our credibility.

Avoid cliches by answering these questions on behalf of your audience: “What is the benefit for them?” or “What specific life change do I want to make happen for them?” Employ marketing text that gives your audience the motivation to listen to your speeches and read your books.

Cliches = bad; Specific benefits = good!!

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Written by Rob Eagar · Categorized: Author Tips, Marketing Tips, Speaker Tips

About Rob Eagar

Rob Eagar is the founder of WildFire Marketing, a consulting practice that helps authors and publishers sell more books and spread their message like wildfire. He is one of the rare consultants to help both fiction and nonfiction books hit The New York Times bestsellers list. Rob has consulted with numerous publishers and trained over 1,000 authors. He is the creator of The Author's Guide Series, a comprehensive collection of resources that teaches authors how to sell more books. Find out more at: WildFire Marketing and follow Rob on Twitter.

Comments

  1. relevantgirl says

    September 26, 2007 at 8:48 am

    This is one of the problems I see when I critique writing as well. It’s lazy to use what’s often used. I tell writers to dig deeper, to find a fresh, innovative metaphor.

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