In advertising, I find cliches incredibly annoying. I also find them unimaginative and ineffective. Possibly because the proliferation of cliches, such as perfect, thoroughly water down any impact. It is lazy, uninspired copywriting, period.

In what is a visually interesting ad for company parties, its cliche approach to copy falls short. It is an image that was embedded in an email. Might have been used in print, too, but I can’t be sure.

Andy Ebon

The Wedding Marketing Blog

Technorati Tags: Andy Ebon, Cliches, copy, Dennis Miller, rants, uninspired, wedding marketing blog

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Always adding new wrinkles and updates to his presentation, Andy promises to stir the pot for an audience that has new challenges on its plate, due to the further economic uncertainty of the past few weeks.

If you are interested in attending, just click through to the Las Vegas NACE website, and register online >>

Technorati Tags: Andy Ebon, Las Vegas NACE, Marketing and Selling to the 21st Century Bride, marketing strategy, Wedding Marketing Blogger

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You can usually spot these brides and grooms within about 90 seconds. They tend to be self-centered, unrealistic, clueless, and want everything for 10 cents on a dollar.

Don’t look at them as a ’selling challenge.’ Refer them to a competitor. Preferably one who annoys you.

How many times have you taken a piece of business, against your gut feeling that the client was out-of-control and unmanageable? Next time you’re in that situation, just say ‘No thanks.’

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This particular wedding officiant has a website, circa 1996. Animated images, auto-loading music, a welcome screen that takes 4 minutes to load, if you are not on a high-speed connection.

The site is do-it-yourself at its worst. Tragically, the site probably says nothing about the professionalism of the business owner. He may well do a great job. Many people that find his website will never know.

A visit to the website statistics will likely confirm what one might suspect: Many people that visit the site either don’t wait for it to load, or leave within 10 seconds.

Are you checking your website statistics?

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That’s a lot of people living in the fantasy land, either believing or creating unreleastic expectations.

You’re not helping create those unrealistic expectations, are you? Just say no!

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He shared many examples of his stunning work, which sparkled from creativity and detail.

Recently, he was on Oprah to promote his new book, ‘Extraordinary Weddings.’ He reiterated an important bit of philosophy he had shared at NACE. Cowie doesn’t believe in using the word, ‘Perfect.’ To paraphrase him, “An entire event is never perfect. At the end of the day, if you’ve surrounded yourself with competent, qualified professionals, they will solve whatever problems or challenges come up, and will insulate the client from them.”

His outlook is music to my ears. Even at Cowie’s level, he maintains a completely realistic outlook on his message to the client.

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It starts with creating and reinforcing unrealistic expectations of the bride by using cliches, such as:

• Perfect
  
• It’s all about you
• You’ll be the center of attention
• Your special day
  

Take a look at your marketing materials: brochure, website, advertising…. all of it. If you’re using these terms, or words like them, knock it off. Cliches don’t differentiate your business from your competitors. And they spawn new bridezillas with unrealistic expectations.

You wouldn’t want to do that, now would you?

Have any wedding marketing cliches that bug you? Add a comment and post them.

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Andy Ebon
Marketing Therapist
The Wedding Marketing Network

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