An ace up your sleeve: making clichés work
“Just like homemade!”
I think if I hear another restaurant commercial with these phrases in it, I’m going to do something embarrassing, loud, and possibly violent.
These are advertising clichés, and you don’t need to be a commercial copy writer to recognize them when you hear them. We’ve all heard car dealer ads that promise “no-hassle sales” and “ASE-certified mechanics.” We’ve all gone to restaurants with “reasonable prices” in a “comfortable atmosphere.” We’ve all been told that “conveniently located” businesses holding “inventory clearance sales” offer “rock-bottom savings.”
And we don’t buy any of it.
What’s that, you say? You use quality ingredients? Oh, what a relief – your competitors down the road probably use really crappy ones.
A friendly wait staff? Wow! I had gotten so tired of dealing with the witches at all those other restaurants.
Let me tell you something: I’ve been producing radio commercials for nearly 30 years, and I still don’t know what “ASE” stands for, what it means, or why it’s important. (You’d think if it was THAT important, someone would have told us by now, dontcha think?)
Oh, and another thing: the next time you hear about an “inventory clearance sale,” just remember…
EVERY sale is an inventory reduction sale! That’s the point of a sale – to reduce the inventory!!
Whew, glad I could get that off my chest. Moving on…
Giving meaning to the meaningless
We hear these clichés so often, they’ve lost whatever meaning they may have had – if any – when they were first used. Having written and produced so many commercials over the years, my brain has a sort of cliché-radar, and I’m always quick to try to avoid them. But then along came this client…
It was a new Italian-American restaurant that was opening soon, and they wanted radio commercials that would get their selling point (or, Unique Selling Proposition) across without sounding like every other commercial out there. Yes, they served delicious food made with quality ingredients, had a comfortable atmosphere and reasonable prices…but we couldn’t say that because no one would believe it. And if you serve good food with nice people – how do you set yourself apart from all the other places out there?
I decided to utilize some of those overused, meaningless phrases and turn them on their heads, to illustrate why this particular restaurant was different. The client loved the premise, so we put together 3 different commercials, each one focusing on a slightly different aspect of the restaurant. They had to be :30s – I would have preferred :60s – so word economy was very important. When I was done, here’s what they sounded like:
I think that first line of the first commercial was what sold the client on my approach. Telling the listener to “go ask mama to make you something” completely turns the tables on the “home-cooked food” cliché, and sets the tone for the rest of the spot as well as the other two. The client was happy, the radio station was happy, and so was I!
All’s well that ends well
Just remember that when it comes to clichés, every cloud has a silver lining.
When life gives you lemons, make lemonade; it’s for the best. If the cat has your tongue, take one step at a time – what’s the worst that could happen? And if you don’t succeed, try, try again.
Rome wasn’t built in a day, you know.
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