Corny clichés and tired taglines! Are you guilty?
	Are you one of those businesses that are “passionate” about what you do? Maybe you just aim to “exceed expectations” or focus on “quality service”. If that’s the case then there’s a heck of a lot of people who do the same thing – including your competitors! It’s hard for your customers to choose between 6 “passionate” veterinarians or a dozen printers that aim to “exceed your expectations” Because of their overuse, these words and phrases have become meaningless and your customers immune to their intentions. Businesses fall back onto these clichés because they’re easy and safe. Plus, if the competition uses these words then surely we must too? Unless you drill down to the core of what these words or phrases actually mean to your customers, they’re a complete waste of time and space. So, if these fantastic phrases don’t work – what on earth do you do? Well, letting people know what you do in some plain, simple language would be a good start. They’ll really appreciate it. Failing that, you could hire a copywriter!