Trap 6: Riding the Cliché 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 clichés.
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 ...
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