By Tom Mason, Communications Director
I am a firm believer that marketing doesn’t have to be serious to be seriously good.
We recently held a team-building sports day at work.
There was rounders, questionable team tactics, some heroic catches (and some less heroic drops), and a lot of competitive shouting disguised as “friendly encouragement”.
When we had finished the day, someone said, “wow, we really knocked team building out of the park with that one.”
Whilst it was a corny joke (you know who you are!), it got me thinking about the role of cliché in marketing.
Rounders, like cliché, is a bit old school.
It’s the game everyone played at school, full of familiar rules and well-worn phrases: “good innings,” “safe hands,” “hit it out of the park.”
But the team really seemed to enjoy the sports day – it was a genuine success.
Why?
Because it worked. It was fun. Familiar. It gave us a shared language.
That, for me, is the role of cliché.
Why cliché still gets home runs
Clichés in marketing are like the underarm bowl in rounders – they’re easy to swing at.
They’re recognisable, simple to follow, and instantly land with your audience.
Phrases like “don’t drop the ball” or “step up to the plate” might make the purists cringe, but they cut through without the effort required to get your reader to understand what you’re driving at.
Used knowingly – and sparingly – cliché can be incredibly effective.
You’re not trying to be original for the sake of it. You’re trying to be clear, and cliché, when worded well, is clear as day.
Take that old chestnut: “We go the extra mile.”
Sure, on its own, it’s a bit tired.
However, if you pair it with a punchy example, or flip it on its head (“We’ve gone the extra mile – then back again – with our services.”) – suddenly, it works.
Humour: The crowd-pleaser of copy
Humour, in my experience, is often undervalued, underused, but can be effective within a marketing context.
When done well, humour builds trust and lowers barriers with your readers.
It makes people feel like you’re not just another faceless brand.
It’s also memorable – and in an age where most copy gets skimmed, that matters.
A well-placed pun, a light joke about your industry, or even just a playful tone can make your brand more relatable.
It should still serve a purpose though.
It should guide your reader, keep them engaged, and nudge them towards action – without sounding like you’re trying too hard.
Copywriting tips from the sidelines
As someone who’s read (and written) more taglines than I’ve had hot dinners, let me share a few things that work:
- Play with the familiar – Start with a cliché, then add a twist. It makes the reader feel in on the joke.
- Know your brand’s tone – If your branding is based on serious, professional tones, you may want to hold back from posting memes or cat videos. However, perhaps cutting sarcasm could work for you?
- Don’t be afraid to have fun – People buy from people. Show some personality.
Cliché and humour might not be the shiny new tactics you see trending on LinkedIn – but they’ve stood the test of time for a reason.
They’re simple, effective, and, when used with a bit of style, can knock your marketing right out of the park.
Just like our graphic designer did with that home-run-hit that went sailing into a bush on the far side of the field. (He’s still talking about it.)
If you’d like to inject some humour into your marketing strategy, or you’re looking for alternative ways to get your message across to potential customers, you may need help from professional copywriters.
Speak to our copywriting team to spruce up your writing style.
