(Excerpted from Dan O'Day's audio seminar, How To Create Radio Commercials That Sell)
by Dan O'Day
Here is a partial listing of useless clichés that never again need be inflicted upon an innocent radio commercial. (Remember, if it's in a commercial and it's "useless," it's HARMFUL to the advertising message.)
"Going on now." (As in, "Going on now at Sears!" Anyone who ever uses that phrase in a radio commercial should be kicked out of radio. And anyone who ever BEGINS a commercial with that phrase, as in, "Going on now at Sears...it's the one-in-a-lifetime semiannual sale you've been waiting for," should be imprisoned for life.)
"Now is the time..."
"They won't last long..."
"Service second to none..."
"Savings throughout the store..."
"The sale you've been waiting for!" (YOU apparently have no life!)
"It's sale time!"
"It's midsummer madness time!"
"It's bargain time!"
"It's inventory time!"
"It's big savings time!"
"It's clearance time!"
"Storewide savings..."
"It's happening now!"
"It's happening at..."
"We service what we sell!" (Obviously, we point this out in our commercials because with the kind of junk we sell, you'll NEED lots of service!)
"For all of your _____ needs..."
"Friendly, knowledgeable staff..."
"Conveniently located..."
"And, what's more..." (Have you EVER heard a real human being in real life say, "And, what's more?" "Say, honey, what do you say this evening we go out for dinner...AND, WHAT'S MORE, a movie!")
"So hurry on down..."
"For the finest in..."
"It's our people that make the difference!" (That's because our competitors employ robots and androids. We, on the other hand, use only 100% human beings and human being by-products.)
"Quality service..."
"Not to mention..." (Um...You just DID!)
Do you have any you'd care to add to this list?
Note To Overseas Radio Friends: Which of these North American commercial clichés do you hear in YOUR country?
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