04 Jun Unleash Creativity: Ditch Cliches, Embrace Originality
In a highly competitive marketplace, the burning question for most businesses today is how to stand out from the grey masses. The possibilities are endless and the what’s and how’s of it all can most probably be debated until the cows come home. What we do know though, is the what not’s. A business will not set itself apart from all the others by using clichés.
By definition a cliché is a stereotype phrase or opinion that is overused and betrays a lack of original thought. Or let’s dare to say it like it is… A cliché is BORING. And our typical response to it is to ignore the information that follows (we just zone out), or to question the authenticity of the person or company that uses it.
So when we hear or see one of the words or phrases that are generally used ad nauseam, such as ‘passionate, committed, we walk the extra mile, we have a solid, cohesive team,’ or ‘proven expertise,’ we don’t even take it seriously anymore. We definitely don’t sit up and notice and we’re certainly not curious to find out more about this company.
Now what is really interesting is that companies would use such clichés to describe what sets them apart or to share the values that they live and work by. Why would one use the same old uninteresting terms when you need to showcase what makes you different and interesting?? Why would clients come to YOU if you describe yourself like everyone else?
To set yourself apart and let your target audience actually take note requires a little more creativity. For example, instead of saying ‘we are passionate about we do’, one could consider something like this… ‘Our company spirit can best be described by the ancient Greek word ‘meraki’ which speaks to the soul, creativity and love that underpins everything we do.’
Instead of saying ‘we have a cohesive and knowledgeable team’, why not consider something like this… ‘At WordCraft we have the unique kind of work environment which is beautifully captured in the Spanish word ‘convivencia.’ Loosely translated this simply means that we work so closely together because we surrounded ourselves with people who share a common purpose and values.’
Once you have the creative wording down pat, it doesn’t quite end there though. The realness of the words you use is determined by… well, how REAL it is. Never make claims that you cannot live up to, because then your target audiences will never believe you. Benjamin Franklin once said that you should either write something worth reading or do something worth writing. To build a credible company reputation, you need to do both.