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Life Health > Running Your Business

Advisor marketing: More overused 'creative' themes to avoid

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In the last post, I examined five of the most overused themes in marketing. Here are five more to avoid using.

1. “_______ you can believe in.” And a marketing team you can’t.

2. “When is a ________ [more than/not] a ____________?” When everyone else says the same thing.

3. “_________, so you don’t have to.” Should I be thanking you?

4. “Making/building/creating a better ______, one ______at a time.” Unfortunately, this often doesn’t apply to marketing campaigns.

5. “_______ doesn’t get any better than this.” It doesn’t? Really?

If you’re using one of these themes in your marketing campaigns, it’s time for a new creative approach and maybe a new creative team. Look for a marketing agency or creative consultant with a solid track record of developing new ideas that get attention and deliver a high-impact message.

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Jean M. Gianfagna is a marketing strategist and the founder and president of Gianfagna Strategic Marketing, which provides marketing strategy and creative services to business-to-business and consumer marketers. Read her blog for more marketing tips at


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