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Overused Cliches in Commercials

A

allenv

I was talking to a radio buddy last week and we got on the subject of commercials
and production.We started talking about writing and producing copy and we started laughing about some spots we had done over the years.The topic of bad copy came up and we started spouting off overused cliches in production..Please
add those you can think of...I'll start..... This can also include the sales rep who can't spell.Every station has one.

"You owe it to yourself to visit".....(insert business name here)
"Look no further than"......(insert business name here)


Allen
 
my first station was a very old station in durham, with a very old soles guy who was a former morning guy. he used to do remotes from payphones in the parking lot of whatever business he convinced to let him show up. anyway, almost every commercial he did in the 3 years i was there was this:

"hi folks, this is_____ speaking for (insert business name). when it comes to (insert product or service), more and more people rely on (insert business name). (insert owner's name) and the fine, friendly staff at (insert business name) want you to know that there's no job too large and none too small. residential or commercial, the folks at (insert business name) are the experts. conveniently located at (insert address). (insert business name). that's (insert business name). call today at (insert phone number). again, that's (insert phone number) for (insert business name). call today. you'll be glad you did."
 
My first couple of stations 20+ years ago were cursed with the "if so" syndrome. Nearly every spot (written by either the traffic director or a sales person) started off something like "does your blah blah blah? If so, you need to see blah blah blah.

I still have flashbacks everytime I start to write a spot.
 
There is always the rep that gives you 3 minutes of stuff you are supposed to
fit into a 60 or they give you 25 seconds worth of stuff that has to be a 60.Before a rep ever hits the streets they should have to take a copywriting class for a least a month.

Allen
 
allenv said:
There is always the rep that gives you 3 minutes of stuff you are supposed to
fit into a 60 or they give you 25 seconds worth of stuff that has to be a 60.Before a rep ever hits the streets they should have to take a copywriting class for a least a month.

Allen
Click to expand...

A thousand Amens on that one, brother!
 
Here is a Classic. Say the name of the store and list 45 seconds of stuff the store sales. The commercial turns into a 60 second list with the store name and location on the front and back of the spot.


WCJS
 
I've watched this thread with interest. Who amongst us doesn't have a pet peeve overused cliche? My own personal hell involves copywriters(insert "account executives" here) who write copy that tell listeners what they need to be doing. For instance, "Car lot...Sale!!! You'll save thousands...you need to come out right now! You need to check out the deals! You need another hole in the head." I know this sounds trivial, but the listener doesn't need to do anything.

And, be honest, let's see a show of hands of how many people have committed involuntary manslaughter because of the following:

AE turns in prod order with copy(half an hour after the deadline, btw). Heavy production(use the sound of 'smoke' here, the sound of 'darkness' there). You take two hours knocking this spot out to play for a client. You play the aforementioned spot for the client. He/she says the spot sounds fine....except for one tiny thing...the phone number that appears 20 times in the spot is the incorrect number and/or the date for the event(which is mentioned 15 times) is the wrong date. Did I mention it's Friday...late afternoon, and you can't get in touch with the AE. Sound familiar?

C'mon now, even if you served time for killing them, fess up...no one will know coz you have screen names.
 
Guilty as charged Scott..That last minute crap is one of my biggest gripes...I understand things happen but its usually the same AE that does it all the time and once they are allowed to get by with it once the rule becomes useless. I know money is money but I have seen so many jocks taken advantage of at 4:30 on a Friday afternoon its funny.I see both sides because I've sold too and alot of times its the client that causes last minute stuff and selling radio is by no means an easy way to make a living
 
Our pet peeves are abundant, of course. But if we're sticking to the topic of actual cliches...

"Of course you could pay more elsewhere..."

How many people hear that phrase and have the revelation of -- "Wait a second, paying more elsewhere is a bad idea. What have I been thinking all these years? I better run to Fat Tony's Pizza & Discount Appliances right now!"

...or the other one run on loop in my own personal hell...

"You've tried the rest, now try the best."

I get it; it rhymes. That doesn't make it clever. Does your marketing research solely involve ordering pizzas and reading the boxes? Doesn't matter. You'll be out of business in six months anyway, jerk.

...and while I'm at it...

"Often imitated, never duplicated."

You pompus, self-centered ass. Coke is often-imitated. So is Tylenol, sugar and Elvis. You're not in their league. Nobody imitates your hole-in-the-wall with the overpriced crap. Besides that - It's your grand opening.
 
This is great...


INEFFECTIVE COMMERCIAL COPY AND CLICHÉS

by Dan O'Day (Multi-Clio Award Winning writer and Programmer)

Here is a partial listing of useless cliches 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. Meaning don't put any of these on a copy request form.


"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 semi-annual 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 midnight madness!"

"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" (as opposed to ogres?)

"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 byproducts.)

"Quality service"

"Not to mention" (Um....You just DID!)

"Operators are standing by" (get a life)

"but wait, there's more!" (please!)

"tell them you heard this ad and get a discount" (no way, don't test radio with your crappy offer)

"phone 555 1234" (alpha-numeric phone numbers might work, but otherwise refer 'em to the Yellow Pages)

IN FACT - Phone numbers, and addresses, are ineffective, period. Most people can't write the phone number down, or recall it to do so later. And, instead of an addresss, give landmarks; "on the corner of State and Main, across from Record Barn."


And don’t use these either:

Be There!
See You There!
Stop on by!
The Tent is Up and Prices Are Down!


And the WORST....

Come on down (also the most overused crutch by jocks at remotes!)
 
allenv said:
Guilty as charged Scott..That last minute crap is one of my biggest gripes...I understand things happen but its usually the same AE that does it all the time and once they are allowed to get by with it once the rule becomes useless. I know money is money but I have seen so many jocks taken advantage of at 4:30 on a Friday afternoon its funny.I see both sides because I've sold too and alot of times its the client that causes last minute stuff and selling radio is by no means an easy way to make a living
Click to expand...

No last minute spots unless it's BIG money. A spot produced on Friday won't air til Tuesday. That's the rules I always put in place everywhere I work. It's good for Traffic/Continuity too. They love it. And if you have an Ops Manager with a backbone he/she will back that SOP as well.
 
You are correct Chuck.The most frustrating job I've ever had was when management swore they were gonna back me on the deadline thing but caved
several times with last minute stuff and then claimed I wasn't being flexible enough.Same rep,same two or three clients.I have seen guys miss important family stuff because of pure unorganized slackness.Again I know sales is tough but
there has to be structure. The rules have got to apply to everyone or you lose the respect of your employees quickly and hardly ever get it back..

Allen
 
allenv said:
You are correct Chuck.The most frustrating job I've ever had was when management swore they were gonna back me on the deadline thing but caved
several times with last minute stuff and then claimed I wasn't being flexible enough.Same rep,same two or three clients.I have seen guys miss important family stuff because of pure unorganized slackness.Again I know sales is tough but
there has to be structure. The rules have got to apply to everyone or you lose the respect of your employees quickly and hardly ever get it back..

Allen
Click to expand...

Yeah and I know where you experienced that first hand. And if I'm not mistaken it still does go on there too not as bad though.

"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 byproducts.)
Click to expand...

Wal-Mart uses this one on every associates namebage except they leave off the "It's" part. I know, I unfortunately work there. You would think that this huge comapany that Wal-Mart is would come up with something more creative.

I remember hearing this one. "it's our annual fire sale!". What you burn down the place every year so you can collect the insurance money and then try to sell the damaged goods to unsuspecting customers?

I think my dad heard this one, "it's our annual going out of business sale!" How can you stay IN business if you're always going OUT of it?
 
Okay, I heard

"...if you're within the sound of my voice..."

today, and had to add it here.

Must have been for a business with some other unstated restrictions on who they will serve, but I didn't stick around to listen to the rest. ;)
 
VODood said:
allenv said:
Guilty as charged Scott..That last minute crap is one of my biggest gripes...I understand things happen but its usually the same AE that does it all the time and once they are allowed to get by with it once the rule becomes useless. I know money is money but I have seen so many jocks taken advantage of at 4:30 on a Friday afternoon its funny.I see both sides because I've sold too and alot of times its the client that causes last minute stuff and selling radio is by no means an easy way to make a living
Click to expand...

No last minute spots unless it's BIG money. A spot produced on Friday won't air til Tuesday. That's the rules I always put in place everywhere I work. It's good for Traffic/Continuity too. They love it. And if you have an Ops Manager with a backbone he/she will back that SOP as well.
Click to expand...


Nice thought, but an OM with a backbone gets trumped by a GM with a bottom line who doesn't have a backbone. The "immediacy of the medium" argument is the failsafe armument of non-backboned GMs everywhere.
 
You are correct Scott.Lack of backbone...That would be a long chapter if I ever
write a book...Its sad you get stereotyped if you don't have a backbone and you get branded as a problem employee if you do. I would much rather someone come to me face to face and just tell me what they are thinking.I may not agree but
I respect the honesty.Being a good manager is never about a personal agenda..
Its what is good for the station but I know I live in la la land.....

Allen
 
Five words:

"We/We'll Treat You Like Family"

Biggest steaming pile of shit in the world; my family gave me presents on my birthday every year; Christmas, too! My mother breastfed me for seven years, fer chrissake! You gonna do that for me? I think not.

And, the most overused type of script is the dreaded "conversation script" that sounds like anything but a natural, convincing conversation. "Hey Sue, let's go to Food Orgasm right now and take advantage of their Pauly Shore's Birthday specials!"

"Great idea, Julie; we'll save loads of money while stocking up on name brand items at rock-bottom prices! I can't wait!"

What, you don't talk like that?
 
Man I think unnatural radio commercial conversations is the best!
I always liked to hear sentences that nobody in history has ever strung together before, though, so I guess I'm funny that way. :D
 
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