Trap 6: Riding the Cliche Pony

Trap 6: Riding the Clich Pony

Our firm is uniquely qualified for this project. We offer best-of-breed products and world-class service in a state-of-the-art package that will deliver exceptional results.

Are you impressed? Probably not. We've heard it before. It's the same old marketing fluff. Your built-in B.S. detector is probably going off. The main problem is that it's built on tired, meaningless clich s.

Suppose the sentences were written as follows:

Our firm has successfully installed more than 500 airport security systems in North America, more than any other firm. We offer the latest technology, including digital scanning and face recognition systems, and we back our products up with a one-year, unconditional guarantee and a service department that is available 24 hours a day, 7 days a week. As a result, by implementing our recommendations, you will achieve three important outcomes: First, your facility will be in full compliance with new federal safety regulations. Second, the installation and training process will be handled seamlessly. And third, your total cost of ownership and operation will be the lowest possible.

Now you'd be a bit more impressed, right? It's all in the details.