Content Writing plus Hedquist’s List of 238 Cliches

by | Business Growth, Marketing

Forget selling benefits, start solving your customers problems

How the right message can make money for your business

How you pitch your business products and services in your advertising message can determine the success or failure of your marketing. If your content does not resonate with your customers, then they won’t take action and with more businesses competing for the customer dollar how you ‘sell’ yourself can determine the short term and long term results for your business.

Ryan Deiss from DigitalMarketer has been pitching the ‘sell to the after’ for a few years now and was one of the industry leaders to change the way content writers think. In the past people have sold their products and services based on a list of ‘benefits’. (and you’ll find most of the lines in the Hedquist’s List of 238 Cliches below) The ads you saw and heard on radio, television and in newspapers were all about family businesses that have been operating for over 25 years, servicing all your needs with friendly staff. Today there’s a million and one businesses that can pitch the same story and if you’re still on that bandwagon, your business won’t stand out from the crowd. Today’s marketers need to find different ways to stand out in an increasingly competitive and crowded marketplace.

Using the ‘after’ or how your product or service will solve a problem for your customer and how they will feel then, is the messaging you need to employ

Creating the ‘after’ also needs to be done with emotion. It’s not something that will work if you continue to use cliches in your advertising message. It is so important that you connect with your customers on an emotive level.

If you’re selling washing machines, pitch your customers the idea that they will save time and money and promote what they can do with their additional time and money when they buy your product. For example; Imagine spending your lazy Sunday morning over a second coffee knowing that when you get back home from the beach your washing will be done.

Or “Saturdays are meant to be family days. You can be like John and spend all day mowing your lawn or you can spend more time playing ball with the kids in the backyard, while we do it for you”

The word you need to think about most when writing copy is “imagine”. Finish the sentence and you’ll find the reason people buy your products.

  1. Imagine what life would be like with “product”.
  2. What you would feel like? How would it change your life?
  3. How will it solve a problem that you have now?
  4. How will it elevate your status with friends, family and workmates?

Answer those questions and you will get the start of an idea of how you should pitch your message to your customers. What you don’t want to do is fall into the trap of using worn out cliches. To help you avoid that trap, we’ve included Hedquist’s List of 238 Cliches.

Hedquist’s List of 238 Clichés:

_____’s almost here

_____is just around the corner

_____is in the air

_____convenient locations to better serve you

_____Hours only!

_____is up so prices come down

_____wants to save you money

A family owned business for over_____years

A free, confidential, no obligations consultation

A tradition of…


Absolutely everything must be sold

Act now

And more

and much more

And much, much more

And that’s no lie

And that’s not all…

And what’s more…

Ask for it by name

At a price you’re going to love

At clearance prices


Bargains Galore

Bargains galore throughout the store

Be there

Best deals in town

Best in the world

Best kept secret

Best on the planet

Best service in town

Beyond compare

Biggest selection

But hurry…with prices like these, selection won’t last long

But only for a limited time

But wait, there’s more

Buy one and get one free

Call now for a free estimate

Call our staff of professionals

Check out the deals we have in store for you

Choose from a wide variety of…

Combined experience

Come early, stay late

Come see our friendly staff of professionals

Come see the experts at…

Come see your friends at…

Come visit our beautiful, spacious showroom

Competitive pricing


Conveniently located

Dealing Days

Dedicated to serve you


Do yourself a favor

Don’t delay

Don’t miss this once-in-a-lifetime opportunity

Easy financing

Elegant ambiance

Everyday low prices

Everyone’s a winner

Everything drastically reduced just in time for this sale

Everything is marked down

Everything is marked down to move fast

Everything must go to the bare walls

Everything must go

Family owned and operated

Fast friendly service

Find great gifts at great savings

Fine Dining Experience

For a Limited Time only

For all of your_____needs

For the finest in_____

Forget everything you know about_____

Free balloons and popcorn for the kids

Friendly knowledgeable staff

Friendly salespeople

Friendly service

Friendly staff

Full menu

Get your free gift

Going on now at_____

Great service

Hot deals on cool wheels

Huge selection

Hurry in for the best selection

Hurry in today

Hurry on down

If you’re in the market for…

It’s a holiday tradition

It’s a_____’s paradise

It’s big savings time

It’s first come first served

It’s happening at_____

It’s happening now

It’s inventory time

It’s our biggest sales event of the year

It’s sale time

It’s bargain time

It’s midsummer madness time

It’s that time of year again

Its clearance time

Just in time for_____

Let’s face it

Locally Owned

Looking for a new way to_____?

Looking for a new_____?

Look no further

Looking to improve your_____?

Lowest prices ever

Lowest prices of the_____

Make that short drive

Much, much more

Never to be repeated

New and Improved

New shipments arriving daily

No job is too big or too small

Not to mention

Nothing will be held back

Now is the time

Now, save even more

Once in a lifetime

One call does it all

One-stop shopping

Only the finest ingredients

Only while supplies last

Operators are standing by

Our friendly, knowledgeable staff

Our loss is your gain

Our motto is to serve you

Our name says it all

Our people are trained professionals

Our people make the difference

Our prices can’t be beat

Our service is second to none

People who care

Plenty of convenient free parking

Plenty of eager salespeople to assist you

Prices have never been so low

Prices too low to mention

Proud to be

Quality service

Quantities are limited

Save even more.

Save like never before

Save on a wide selection of…

Save, save, save

Savings throughout the store

See the friendly professionals at_____

See you there

Service after the sale

Service second to none


Shop ‘til you drop

Shop and save

Shop early for terrific savings

Shop the best and leave the rest to us

Simply the best

Sizzlin’ red-hot summer sale

So hurry on down

So remember

Stop by today

Storewide savings

Talk to our knowledgeable, trained staff

Talk to our top-notch sales staff

Tell them you heard it here and get a discount

That’s right

The best kept secret in town

The best for less

The boss is away

The clock is ticking

The deal of a lifetime

The fine folks at_____

The sale you’ve been waiting for

The sales event of the decade

The time is now

There’s never been a better time to buy

These (items, selection, bargains) won’t last for long

These prices won’t last for long

This is one sale you don’t want to miss

This is your very last chance to take advantage of_____

This weekend only

Time is running out

To better serve you

Unbelievable prices

Unheard of prices, selection, savings, value

Up to_____% and more

We guarantee the lowest price or else!

We have a reputation for…

We just can’t be beat

We mean business

We service what we sell

We were first

We won’t be undersold

We’ll shoot straight with you

We’re declaring war on high prices

We’re number one

We’re ready to serve you

We’re saving the best for you

We’re slashing prices to the bone

We’re tried and true

We’ve got the wheels and the deals

We’ve lost our lease.

We’ve withstood the test of time

We’d be happy to talk to you

We’re having a party and you’re invited

We’ve built our reputation on it

We’ve got storewide savings

What are you waiting for?

When they’re gone, they’re gone!

Where the customer is king

Why go anywhere else?

Won’t last long

Working hard to serve you better

You can count on us for the friendliest deal in town

You heard right

You owe it to yourself

You too can_____

Your friendly neighborhoo_____

You’ll love our loyal, dedicated employees

You’ll never forgive yourself

You’ll save like never before

You’ll want to bring the whole family

You’re going to love the_____

You’ve got to be in it to win it

You’ve got to see it to believe it

You’ve tried the rest, now try the BEST

You’re going to love the_____

You’ve seen the rest, now see the best

You’ve tried the rest, now buy the best

Your credit is always good here, subject to approval…

Your low-cost leader

Your low-price headquarters

Your one stop shopping experience

Your one-stop_____shop

Your one-stop shop

Your one-stop shopping headquarters

Your partner…


© 2014 Hedquist Productions, Inc.
Jeffery Hedquist is the Author of the book How to sell more on the radio using stories.

Cheryl Jowitt is the director of Rebel Connect, connecting businesses with their customers using radio and content marketing strategies using digital platforms. Find out more at and

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