If there’s one thing in this world I couldn’t live without, it would have to be cheese. Rich, versatile, and endlessly satisfying, it’s no wonder cheese holds such a special place in our hearts.

However, there is one area where cheese isn’t a welcome addition: in copywriting.

Sometimes, when you’re writing compelling content, you may find yourself repeating the same cheesy clichés over and over again. Granted, they’re easy to fall into, especially when you’re trying to post blogs regularly.

Nevertheless, they can make your copy seem unimaginative and lazy. Much like using processed cheese rather than fresh cheddar on a burger, clichés often detract from the flavour of your writing and undermine its potential.

With that in mind, continue reading to discover five cheesy clichés that are best avoided when you’re writing engaging and original copy.

1. Overly generic statements

Don’t get me wrong, Red Leicester is undoubtedly a classic and reliable choice. Though, it can leave you yearning for something more exciting, and the same can be said for using overly generic statements and phrases in your copy.

For example, phrases like “We offer comprehensive financial advice” lack specific details, and there’s a good chance you’ll fail to capture a reader’s attention. In the worst-case scenario, your readers won’t be able to differentiate your copy from the hundreds of other articles out there discussing the same topic.

Instead, it’s essential to spice things up and ensure that your language is evocative, and addresses the reader’s specific needs.

Take the phrase, “Our dedicated team of advisers could help you create a bespoke financial plan that moves you closer to your long-term goals”.

Not only does this sound infinitely more engaging than the generic example above, but it also gives readers far more detail about what’s on offer!

2. Overusing questions

Standing in the cheese aisle in the supermarket and feeling bombarded with choice is a common experience for me.

The sheer volume of varieties often results in a form of question fatigue, so I usually just default to my usual Gouda.

Similarly, barraging readers with questions can lead to disengagement, and they’ll quickly feel overwhelmed. After all, your writing should act as a guide, not a relentless questionnaire.

Even using rhetorical questions can alienate your readers. By writing “Why not save more towards your retirement?”, you’re simply encouraging the reader to unconsciously come up with reasons they shouldn’t do that.

Of course, while well-placed questions can be impactful, an endless torrent often comes across as disjointed and disingenuous.

As such, it’s worth using questions sparingly and strategically – opt for more open-ended questions that spark conversation rather than ones that end in either “yes” or “no”, shutting down any further thought.

3. The use of complex jargon

Whether in name or ingredients, some cheeses are just needlessly complex.

An “artisanal farmhouse washed-rind cheddar” is just a block of cheddar at the end of the day.

Overusing complicated jargon in your writing can have the same effect – it creates a barrier to entry that simply alienates readers.

Understandably, some topics – including financial marketing – are complex in the first place, and it seems difficult to avoid using technical jargon. But resorting to jargon excludes your readers, so you should be aiming for clarity, not complexity.

If you explain things in a way that’s easy for readers to understand, you have a much better chance of keeping them engaged.

If you must use a technical term, consider breaking it down afterwards to make it more digestible.

4. Focusing on the technical over the benefits (sizzle before the sausage)

Much like a block of Swiss cheese, focusing solely on the features of a topic without highlighting the benefits for the reader can make your copy seem full of holes.

While features may be an essential part of what you’re writing about, they don’t tell the whole story, and choosing to focus on them doesn’t tell the reader why they should care.

Instead, it’s important to speak directly to the audience and show them that you’re not simply trying to sell to them, but actively attempting to help them improve their lives.

Not only can these tangible benefits create a compelling narrative, but it also develops a stronger connection between you and the reader.

Remember: “Sell the sizzle, not the sausage”!

5. Reliance on the passive voice

As you’ve likely figured out, I’m not a fan of processed cheese. It lacks depth and flavour and often fails to leave an impact, much like overusing the passive voice in your writing.

This means placing the object before the verb, such as “the brie was eaten by the man”. In this instance, the sentence is passive because the emphasis is placed on “the brie” rather than “the man”.

While the passive voice is sometimes unavoidable, using it too much can make your writing feel weak and convoluted.

Instead, using the active voice in your copy is usually far more effective. For instance, “the man ate the brie” is much stronger and more engaging than the example above.

Get in touch

While cheese does hold a special place in many of our hearts at Yardstick, crafting compelling copy and helping you with your marketing needs is our true passion. Our specialised team are experts in creating content that adds real value to your business.

Email us at hi@theyardstickagency.co.uk or call 0115 8965 300 to find out how we could help.