Advertising legend David Ogilvy once said "Our business is infested with idiots who try to impress by using pretentious jargon." Sadly, more than 60 years later, his words still ring true. Too many marketers continue to rely on overused cliches and meaningless buzzwords in a misguided attempt to engage their audience.
The result is marketing copy that makes people cringe and roll their eyes, rather than compelling them to learn more. In fact, consumer trust in advertising has hit an all-time low, with only around 14% of people saying they believe what companies say in ads according to a 2024 global survey by Nielsen.
So why do marketers keep filling their messaging with trite, unoriginal statements? The main reason is that coming up with creative, authentic copy is hard. When you‘re staring at a blank page, it‘s tempting to fall back on familiar cliches as an easy way to get started.
Plus, some marketers mistakenly believe using popular industry jargon will make them sound more authoritative and cutting-edge. In reality, relying on buzzwords just makes your brand sound generic and out of touch.
To help your marketing stand out in 2024, we‘ve compiled the top 12 tagline cliches to eliminate from your vocabulary. For each one, we‘ll share why it falls flat and provide tips on what to say instead to grab your audience‘s attention in an authentic way.
1. "The #1 Leader In…"
Unless you have clear evidence to back it up, claiming you‘re the "#1" at anything is a surefire way to trigger skepticism. Even if you do have data showing you‘re an industry leader, simply stating that fact isn‘t very interesting for your audience.
What to say instead:
Rather than bragging about your status, focus on the unique value you provide. What specific problems do you solve better than anyone else? Use vivid examples and customer success stories to illustrate your points.
For example, marketing automation platform Marketo doesn‘t claim to be the "#1 leader", but rather highlights the benefits it delivers, such as "driving revenue with automated campaigns across channels."
2. "We‘re Passionate About…"
While it‘s great to be enthusiastic about your work, simply saying you‘re "passionate" doesn‘t mean much to your customers. It‘s an overused term that has lost its impact. Plus, your audience is much more interested in what your passion means for them.
What to say instead:
Clearly articulate how your passion translates into tangible benefits. Do you go above and beyond with your customer service? Are you constantly innovating to bring new solutions to market? Use specific examples to illustrate how you put your passion into action in meaningful ways.
Carmaker Subaru is well-known for its love of the outdoors. But rather than just saying "we‘re passionate about nature", Subaru proves it by building environmentally-friendly vehicles and donating millions to national parks.
3. "Exceeding Customer Expectations"
In today‘s hyper-competitive market, simply meeting customer expectations is no longer enough. Saying you "exceed" expectations is an overused promise that carries little weight with jaded consumers.
What to say instead:
Be more specific about how you deliver exceptional experiences. What unique delighters do you offer? How do you proactively anticipate and address customer needs? Use real customer testimonials and ratings to back up your claims.
For example, online shoe retailer Zappos highlights its "surprise free overnight shipping," "365-day return policy," and "24/7 customer service" as concrete ways it wows customers.
4. "World-Class Solutions"
What does "world-class" actually mean? Without supporting evidence, it‘s an ambiguous claim that could apply to almost anything. And the word "solutions" has been so overused, it‘s become nearly meaningless.
What to say instead:
Ditch the jargon and describe your offerings in plain, concrete language. Explain exactly what your products or services are and how they work to solve customer pain points. Provide relevant case studies and performance data to support your statements.
Help desk software Groove avoids flashy promises in favor of clear descriptions, such as: "Groove‘s Shared Inbox, Knowledge Base, and reporting help you deliver personal support at scale."
5. "Trusted By Millions"
While social proof can be a powerful motivator, claiming to be "trusted by millions" is often seen as an exaggeration. And even if it‘s true, it doesn‘t tell your audience why they should trust you too or what specific value you provide.
What to say instead:
Use tangible numbers and showcase well-known logos to build credibility. But don‘t stop there. Explain what makes you trustworthy and include specific reasons why customers choose you over competitors.
Accounting software FreshBooks builds trust by highlighting its "11+ million users," "120+ countries," and "impressive client list" – coupled with a detailed features list showing exactly how it simplifies financial management.
6. "The Leader in Innovation"
Many companies claim to be innovative leaders, but what does that really mean? Without explanation, it comes across as an empty statement designed to make you sound cutting-edge.
What to say instead:
Provide concrete examples and results that demonstrate your innovative approach. Highlight unique capabilities, patents, awards, or pioneering use cases that prove you‘re ahead of the curve.
Dyson doesn‘t just say it‘s an innovation leader – it shares details like investing $8.7 million per week in R&D, owning over 7,500 patents, and launching industry-firsts like a robot vacuum that climbs stairs.
7. "Making the World a Better Place"
Unless you‘re a non-profit directly focused on social causes, claiming your brand is going to "make the world a better place" can come across as trite and even a bit pompous. It‘s a lofty statement that consumers have become jaded towards.
What to say instead:
Be specific about how your company is making a positive impact, whether through eco-friendly practices, ethical sourcing, charitable giving, or community programs. Provide measurable examples and tie social good directly to your business model.
Clothing brand Patagonia puts its money where its mouth is with initiatives like donating 1% of sales to environmental causes, using recycled materials in 72% of its line, and encouraging customers to buy less through its Worn Wear program.
8. "Changing the Game"
Many startups claim their offerings are "game-changing" without providing much evidence. It‘s a bold statement that is hard to back up and live up to. And even if you truly are transforming your industry, the phrase has become so overused that it makes audiences skeptical.
What to say instead:
Paint a vivid picture of how your product or service can drastically improve people‘s lives or work. Provide convincing stats, demos, and testimonials to show how you‘re upending the status quo in exciting and beneficial ways.
Collaborative whiteboard app Miro doesn‘t need to say it‘s "changing the game." Instead it shows how teams can use its 1000+ templates to brainstorm, wireframe, mind map, and diagram together in real-time from anywhere – making in-person workshops a thing of the past.
9. "Seamless Integration"
Almost every tech company these days promises "seamless integration," but what they often mean is "it probably won‘t be too much of a headache to connect our tool with some of your other stuff." The reality is rarely as smooth as the tagline implies.
What to say instead:
Be upfront about which specific tools or platforms you integrate with out-of-the-box. Provide clear documentation and preview what the setup process actually entails. Being transparent reduces friction and builds trust.
Project management tool Asana clearly lists its 200+ integration partners, categorized by type. It also provides step-by-step instructions and videos showing how to sync its features with popular tools like Slack, Dropbox and Adobe Creative Cloud.
10. "100 Years of Combined Experience"
Bragging about decades of experience may seem impressive, but it‘s not always meaningful for customers. In today‘s fast-paced market, adaptability and innovation are often more important than legacy. Plus, "combined experience" could simply mean you have a bloated team or a bunch of veteran hangers-on.
What to say instead:
Highlight the specific skills and achievements of your people, not just their years on the job. Provide bios that showcase how their unique backgrounds and abilities translate into better service and results.
The "About" page of growth marketing agency Demand Curve doesn‘t mention "combined years." Instead it profiles each team member‘s real-world experience driving growth for top brands like Microsoft, Zendesk, and Zagat – along with their areas of individual expertise.
11. "Results-Driven"
At the end of the day, every company needs to drive results to stay in business. Saying you‘re "results-driven" is about as obvious as saying you like making money. It‘s an overused phrase that states the bare minimum customers expect.
What to say instead:
Get specific about the kinds of results you generate. Do you increase revenue, productivity, leads, or efficiency? By how much and how quickly? Highlight the metrics you move and provide real performance data.
Sales automation platform Outreach doesn‘t waste space saying it‘s "results-driven." Its homepage immediately quantifies the outcomes it produces, such as "up to 387% more meetings," "80 hours per rep saved," and "75% reduction in rep ramp time."
12. "Award-Winning"
Touting your accolades seems like a slam dunk way to prove your value. But in the eyes of many consumers, awards have lost their luster. With so many "pay for play" vanity awards, it‘s not always clear which ones are truly meaningful.
What to say instead:
Instead of generic awards, showcase specific third-party ratings, reviews, and recognition from trusted sources in your industry. Include testimonials and case studies that demonstrate how you outperform the competition.
Qualtrics is an "award-winning" company, but instead of stopping there, its website features data like its #1 ranking for Voice of Customer by Gartner, 5-star reviews from more than 3,000 customers, and high user satisfaction scores on G2 Crowd.
How to Write Taglines and Copy That Resonate in 2024
Now that you know which cliches to avoid, what should you say instead? Here are a few best practices to keep in mind as you brainstorm tagline and marketing copy ideas this year:
Prioritize clarity over cleverness
While creativity is great, your first priority should be making your message clear and easy to understand. Avoid jargon, made-up words, or flowery prose that convolutes your point.
Use plain language that speaks to your target audiences‘ challenges and how you solve them. They should be able to grasp your core promise within a few seconds.
Strike an authentic tone
Today‘s consumers crave authenticity and are quick to write off anything that sounds fake or forced. Don‘t try to be something you‘re not just to jump on the latest trend or appeal to a new demographic.
Hone your unique voice and personality across all copy. Write like you speak to forge genuine connections. Being honest and transparent goes a long way towards building trust and loyalty.
Make it about them, not you
It‘s easy to fall into the trap of making your tagline or copy all about your brand and how awesome you are. But the truth is, people care much more about what you can do for them.
Always bring the focus back to your customer. Address their needs and pain points. Help them envision how your solutions will make their lives easier or better. Use "you" and "your" more than "we" and "our" in your copy.
Provide social proof
The power of social influence is stronger than ever in our connected, review-driven culture. Seeing what others think carries serious weight in buying decisions.
Incorporate customer testimonials, ratings, and trust signals to show that you walk your talk. Use real user-generated content to let their authentic words sing your praises.
Tell a compelling story
Human brains are wired for stories. We‘re much more likely to remember information shared through an engaging narrative than a list of facts and figures.
Look for ways to infuse storytelling elements to make your copy more dramatic and impactful. Set a scene, invoke emotion, create a hero, and give your audience a role to play in the journey.
Test new approaches
With all the noise bombarding consumers today, it‘s hard to know which taglines and copy will cut through the clutter. Don‘t be afraid to experiment beyond your comfort zone.
Try a variety of taglines and messages to see what resonates. Use A/B testing and analytics to gain data on what drives the most engagement and conversions. Adapt your approach based on real audience insights.
While finding the perfect tagline is never easy, avoiding overused cliches is a good start. Look for opportunities to be bold, direct, and real in your copy. Aim for language that concisely communicates your unique value while making an emotional connection. With a commitment to authenticity and testing, you can craft standout marketing messages that are impossible to ignore.
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