Writing can sometimes feel like walking a tightrope. That’s because you have to strike just the right balance if you (and your reader) are going to make it right to the end. Too much punch and not enough thought and you’ll both end up trailing off along the way.
No matter what you are writing about, it can be easy to fall into step with comforting cliches and overused puns. We all know them and use them every day, but when they turn up in copy they can cause havoc with your words.
That’s because readers tend to switch off when they see something over familiar. If you’ve heard the phrase thousands of times before, there’s nothing to inspire you to continue reading. If it just sounds like something else, then they’ve probably heard it all before. What’s more, whatever meaning you were trying to convey will get lost in the tangle of cliches and phrases.
There’s also a lot of evidence to suggest that when you reach for a cliche, readers will eye your copy with mistrust. If you can’t describe your business or product without relying on language used by others, it all begins to sound a little fake.
Most people prefer to deal with businesses which show a little individuality and don’t just follow the crowd. Try to avoid appealing to the masses on a large scale, because all this does is blur your business edges. By appearing too general you’ll appeal to nobody. Instead pinpoint your potential client base and highlight everything you know they will be interested in hearing.
Whether you’re thinking about creating copy for a website, an advert or even a report, remember the language you use says just as much about you as the order they come in.
If you can be brave enough to step away from the expected and try something original, it could just see more clients coming your way.
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