I’m passionate about avoiding cliches
David Rosam on Apr 02 2007 at 1:43 pm | Filed under: SEO copywriting, The Power of Words
Great copy - whether it’s optimized or non-optimized - shouldn’t follow fashion mindlessly.
Over the past week, I’ve received eight pieces of marketing telling me the company is ‘passionate’ about whatever they do - a company that sells outdoor equipment is ‘Passionate about the outdoors’, a financial services company was ‘passionate about saving me money’ and blah and blah. Someone on a quiz programme was ‘passionate about cooking’.
The word is getting almost meaningless. It’s certainly languishing in cliche-land.
You mustn’t just say what you think is fashionable - you’ll get swallowed in so many similar propositions (oops, I almost said ‘your customers won’t be able to see the wood for the trees’). You must instead appeal directly to your customers and prospects.
Go on. Do the hard work and start reaping the rewards.
Fuck YES!
When the hell did the word passionate become such a trendy word? Does it have a new meaning now? Is it supposed to mean smart, cool, better than average? Then why don’t you just say you are better than average?
To me “passionate” pertains to sex. Soap Operas have the word in their titles. So do romance novels with airbrushed pictures of busty ladies and beefy men groping each other “passionately.” This is the proper use of this word.
So unless you are trying to get hired as some kind of sex worker (and there is nothing wrong with that- the world always needs men and women who can give great head) why do so many Americans choose to describe themselves this way now? I’m just curious.
Is everyone just really sexually frustrated today? Does it have to do with AIDS maybe?