An Exhaustive List of Radio-Advertising Cliches

by: Maria Wojciechowski

Radio-ad copywriters have the unique task of writing creative content for a wide variety of clients. When writing multiple ads day, it can be easy to fall into the trap of using cliches without even knowing it.

*RECORD SCRATCH*

But now you don’t have to! Thanks to this exhaustive list of radio-advertising cliches!

• “For all your ______ needs”
• “One-stop-shop”
• *Record Scratch*
• “That’s right!”
• “Get the job done right the first time”
• “Second to none”
• “Your home is your castle”
• “[Company] can help!”
• “There’s never been a better time to…”
• “The ____ you’ve been waiting for!”
• “Cutting-edge”
• “Top-notch”
• “Conveniently located at…”
• “[SEASON] is coming! Is your ______ ready?”
• “While supplies last”
• “Calling all ____”
• “Attention all ____”
• “What’s that number/website again?”
• “Friendly and knowledgeable staff”
• “The best prices”
• “It’s ______ time!”
• “Not to mention”
• “Locally owned and operated”
• “Serving [CITY], since [YEAR]”
• “It’s that time of year again”
• “Best kept secret”
• “That’s where [COMPANY] comes in!”

BONUS:

-Any meta-reference that breaks the fourth wall (i.e. Any reference to your radio-ad being a radio-ad).

Cliches can turn great copy into generic copy. If you are unsure whether or not you are using cliches, try this exercise. Take one of your scripts and change the business’s name to the name of one of their competitors. Does it still make sense? If it does, then you may have used too many cliches.

So how can you avoid these cliches? Be specific when you can. Use information on the company’s website to get a feel for how they are unique. Every bar/restaurant claims to have great beer, but do they all have 42 craft beers on tap?

Sometimes the client will request that cliches be mentioned. After all, they are proud to be locally-owned and operated. But try relaying that information in a new way. Otherwise, the listener may change the station!

Take a look at our article about overused hooks for more tips on how to avoid cliches!