The Technology of Advertising

Destructive clichés about advertising

The quick judgment expressed in the form of a trite phrase is sometimes used to duck any responsible thinking time about a situation. This probably happens in any profession, but in the field of advertising, here is a list of phrases that particularly stick in our craw when we hear them voiced … but you be the judge:

“That company never buys from us, so why should we take their inquiry seriously?”

“That company buys from us already, so why should we take their inquiry seriously?”

“The copy really doesn’t matter…we’re just trying to grab their attention…”

“Inquiries are just more paperwork.”

“Who’s going to read all that copy?”

“All those inquiries tie up my staff…”

“We can tell after one or two ads if people are getting the message…”

“We’ll just publish the facts on this product, the readers know enough to figure out the benefits for themselves…”

“There probably are only 50 prospects for this, and we know who they are.”

“This is a product that can only be sold face to face.”

“This product is going to sell itself.”

“Everyone in the market knows about us…”