(Photo credit: Wikipedia)
“I would be lying if I said I never enters my mind,“ she said, “but at the end of the day, no one can be me.”
“It’s good to have great chairs. But at the end of the day, nobody comes back to sit in a great chair.”
The quotes above are from two different publications. But at the end of the day, it doesn’t really matter where they came from. Because, at the end of the day, it is easy to spot clichés being born. And like most clichés, they have the ability to weaken otherwise interesting ideas.
The thought that “no one can be me” is a good one. Putting it in a marketing context, it is saying, “Hey, what I sell may be considered a commodity. But it is what I personally bring to the party that makes my product stand out from the competition.” But what value does adding “at the end of the day” contribute?
And so is the thought that attention to detail is vital, but it is not the reason customers return. Yes, a great chair can make a visit to a restaurant more comfortable, but it is the service and what is put on the plate that makes the sale. Good thoughts indeed, but diluted by introducing them with a hackneyed phrase.
To be fair, I should point out the benefits of predictable phrases—immediate communication, instant comprehension, comforting familiarity. But, this may be more valid in copy for news journals and editorials than for advertising. And, at the end of the day, it is indeed my blog, and I feel no need to spend a lot of time on opposing viewpoints.
There is no doubt that fresh language is preferable, whether at the beginning or at the end of the day. And next we will work on doing away with “Bring to the party.”
Got the idea?