6 Ad Copy Phrases You Should Never Use
June 8, 2023
7 min read
The most important aspect of running efficient advertising campaigns is understanding what types of material are and are not permitted on various social media and search platforms. Contrary to common assumption, most unlawful and restricted content (political advertisements, alcohol, and so on) follows generally comparable standards across platforms.
Those in charge of marketing, on the other hand, must double-check particular terms, phrases, or jargon used in advertisements since doing so can be a dangerous career. Cluttering your sentences with needless words and phrases might be interpreted as incompetence or a failure to communicate adequately.
Writing to advertise a product or service is a typical habit among all marketers. To sell a product, all marketers engage in tasks such as writing. It may be a product description in an online store, a lead generation landing page, or even a blog article created to sell you an idea. Furthermore, other writers employ terms and phrases that irritate our readers.
Copywriting's purpose is to provoke an emotional response from the reader, which promotes action. You've probably seen numerous examples of the use of emotion in copywriting, such as examples of fear, pity, and hope.
Increasing the quantity of emotion that our audience feels by using emotional triggers in your writing can assist us sell your products. It's critical to remember that the last thing you want is for your audience to feel annoyed, if not outraged, that they wasted their time.
Finally, marketers are producing an increasing amount of online material, particularly with the assistance of AI writing tools such as Ai-Wordsmith; this trend is expected to continue in the future. If you want your ad content to stand out from the crowd, you should show respect for your audience's time and intelligence.
One technique to demonstrate your esteem is to eliminate the following filler phrases and clichés from your work.
"Are you looking for..." or "Do you require/require...for your"
"Are you interested in exploring new flooring options for your house?" Alternatively, 'Would you like to enhance the revenue of your company?' You may also remark, "Need a new appearance to level up your game." This method is commonly used in cold emails.
They are characterized by a lack of pizzazz, benefit, or unique selling proposition (USP). This type of marketing informs you what's available in the most obvious and straightforward way possible and then asks you whether you want it.
This method ignores the fact that most people have no notion what they want or need, and it is the marketing material's obligation to change their opinions.
If you're a marketing specialist, you'll be able to get people excited about a product since it corresponds to what they've been thinking about. It does, however, explain how the product might fit into their life, and it tries hard to make the possibility of possessing it seem wonderful. As a result, no one finds the query "Looking for a new flooring solution?" especially useful.
"Today, perhaps more than ever."
This phrase could be found in every commercial, whether on social media or on local television channels. As an example, "Today, more than ever, we continue to be an industry leader in innovation."
You've undoubtedly heard this term a million times if you're a copywriter. It has to be since, in most situations, this is the reason they want you to buy their product or service. The problem is that they generally do not have something substantial enough to insert helpful methods or significant thoughts, thus the whole thing sounds somewhat empty.
"In Today's Fast-Pacing World/ Today's World"
When you search for "today's fast-moving/fast-pacing world" on Google, you get 61,100 results. It's a phrase widely used by consultants, software developers, and personal development firms.
The world is always changing, from software upgrades and new gadgets to news about Donald Trump, drones, AI, and other technological breakthroughs. As a result, it could be viewed as fairly confusing, causing us all discomfort.
However, because everyone uses the exact phrase and some marketing copywriters do not suggest that they have any unique insights to bring to withstand this ambiguity, we presume they are unable to comprehend it. Or maybe they're too lazy to say anything meaningful because the world will change again, rendering their opinions obsolete before they're even published.
"We recognize that..."
One of the most common words we hear when we encounter adverts on various social media sites is "we understand that your time is valuable." What can one say about this well-known advertisement copywriting structure, which comes out as overbearing, arrogant, doubtful, or uninteresting - and frequently all at once?
When unneeded words are removed, the sentence's clarity and flow improve immediately. Rather than simply declaring or telling something, find a platform to express or declare that you understand it, such as by presenting proof points, testimonial quotes, or other reliable content that demonstrates your competence in the field.
"A leader in the industry/Leading the Industry"
This sentence can be found on almost every company's "About Us" page.
This is not only an impolite approach to introduce your company or brand to a website visitor who is kind enough to click on your link, but it also gives no information about the nature of your organization. What does it mean to him as a "industry leader"? cheaper prices imply cheaper prices, but does it imply better service?
This term has lost all meaning, is hyperbolic, and is now considered a meaningless cliche as a result of its extensive use.
"State of the Art"
People nowadays claim to be "state of the art." There is no evidence to back up the assertion. Furthermore, the phrase is really a fancy synonym for "up to the minute" or "the most recent," neither of which are particularly descriptive. If you don't state that your product is up to date, it gives the idea that you're going out of your way to appear relevant in the industry. So you're stating your product isn't out of date?
To address the problem, you must return to the specifics and focus on showing rather than explaining. Concentrate on one or two elements that show your capacity to keep up with the times.
As a result, these are the six crucial phrases that every writer and marketing copywriter should know. Although it may appear paradoxical, this could be effective if you want to incorporate terms in your content that are both familiar and new to your readers or consumers, vivid and motivating.