There’s a lot that web marketers can learn from the successes, failures, and ideas of experienced print copywriters. As I pointed out in a previous post, solid sales principles don’t change, no matter what type of media you’re using. But that doesn’t mean that sales techniques are static, any more than language is static. As people change the ways they communicate (or develop new ways altogether), marketers will need to adapt.
And that brings us to the topic of sales clichés. You’ve probably seen/read/heard these clichés before, but let me provide a few examples:
- “At Last! No More Back Pain!”
- “New Breakthrough Product Cuts Fat Fast!”
- “This Product Will Change the Way You Look at Computers!”
- “Revolutionary Technique Makes Learning a Snap!”
Sound familiar?
Of course, these are all headlines that I made up, but you get the idea. “At last!” … “Breakthrough!” … “Revolutionary!” are just a few items on the long list of sales clichés that have been used (successfully) for decades.
But are these clichés relevant today? With more and more advertising moving online, and with the increasing consumer demand for information, NOT sales pitches, should these clichés be considered time-tested techniques or simply outdated relics?