It Can't be a Cliche - Everybody Uses It!

If it's trite, overused and predictable, you can count on hearing it in too many promos.  The Promo Code says enough's enough.

Apparently, someone, somewhere, somehow has dictated that you can't use copy unless you've heard it in at least 100 other spots.  The net effect, of course, is that the words wash over the viewer/listener and lose impact.  (For an excellent analysis of how stations miss opportunities to use substance to reach viewers, see Rich's entry, "The Death of Promospeak.")

I'm referring to the usage of trendy expressions, predictable setups/punchlines and tired "turns" as though they're being presented for the first time.  A few examples:

IT'S LIKE _______ON STEROIDS

O. M. G.

(disaffected, sarcastic) REALLY?

IT'S A STORY THAT COULDN'T BE TOLD.  UNTIL NOW.

IF YOU THINK YOU KNOW _______ ,
(C'mon everybody, say it with me... ) THINK AGAIN!

Visual equivalents:

- Sally talks to Betty about Jack, and eventually realizes that Jack is right behind her.
"Jack's behind me, right?"  Betty nods.

- Sally talks to Betty about Jack.  Turns out Jack is right next to them and says, "I'm right here, you know."

- Sally talks to Betty about Jack.  Cut to CU of Betty rolling her eyes.

As a professional writer (and often as a viewer), you see these coming a mile away.  How many times have you been watching a promo for the first time, then correctly predicted what's coming next?   Too many, I'll bet.  ("EVERY ONCE IN GREAT WHILE AN IMPORTANT MOVIE COMES ALONG... THIS ISN'T ONE OF THEM.")

These cliches should be tossed on the slagheap of yesterday's scripts.  Wrapping fish and lining birdcages is too good for them.  I know, because I've been guilty of falling back on these and without exception, have felt like crap the morning after.

One Man's Solution

To combat this natural instinct, here's a simple trick that forces exploration of different copy avenues.  After settling on a script that you think is pretty good, use the last line (before tune-in, tag, etc.) and begin the next version with that as the lead.

This bears repeating.  Use the last line of  Script #1 as your first line of Script #2.

This exercise is good at clearing out cobwebs and forces you to challenge yourself.  Eventually, "pretty good" becomes "a pretty good start."   After doing this for a while, you'll be surprised how much more interesting your spots become.  Cliches fall by the wayside.  The sun shines a little brighter.  People are a little nicer.  Food tastes a little better.  But I digress...

Then, with new script in hand, ask yourself one hard question:
Can I easily ID this spot with another show/station/network? 

If so, you're probably using cliches.  But don't worry, everybody's doing it.

-Ed "Not Big Daddy" Roth

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