Cliche of the Titans

December 18, 2013 at 9:45 am | Posted in copywriting, Uncategorized | 6 Comments
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A fight to the death.

A fight to the death.

One of my clients makes high-end breakfast products.

So when she wrote on her labels that breakfast was:

the most important meal of the day,

she knew it.

And meant it.

But this didn’t stop me challenging her.

You see, every person and their pet know and use this time-worn truism.

So I suggested we change it to:

the day’s most vital meal.

My client then had the temerity to suggest she preferred important to vital!

And so I mounted my defence:

  1. Vital is shorter than important.
  2. Vital packs more punch.
  3. By ditching most important meal of the day for day’s most vital meal,  we kill the cliché and own the concept.
  4. This switches the passive voice to active.
  5. It also gives superior cadence.
  6. Finally, vital stems from the Latin word for life/living (which is much in sync with a food brand).

So, do you still want important?!

My client replied:

‘You win a million times on this one. Thank you!’

Gracious, intelligent, enlightened and humble clients like this keep me copywriting.

And make me strain every nerve to advance their prosperity.

🙂

Brought to you by The Feisty Empire.

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