In this short but sharp episode of The Briefcase, Ric Tyler and Social Media/Digital Specialist and veteran ad writer, Mark Parent, unpack the most frustrating clichés in commercial copywriting. From "friendly, knowledgeable people" to the dreaded "for all your [blank] needs," they explore why these lines fall flat and how they waste valuable ad space and time.  Instead, Ric and Mark champion direct, benefit-focused messaging that speaks to the customer, offering a smart, humorous guide to writing better, more effective commercials. You'll learn: – The Pitfalls of Marketing Clichés: Why some phrases should be permanently retired from ad copy. – Making the Most of Commercial Time: Using every second to communicate value is essential. – Turning Clichés into Benefits: Practical advice for rewording generic statements into specific, customer-focused messages.  

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