Great copy is essential for an effective advertising campaign and a smart marketing strategy, but too many copywriters use the same tired phrases again and again in headlines and campaign themes. This is a giant waste of the marketer’s money. Here are seven advertising phrases we’ve seen used a hundred times and hope to never see again — and why you should expect better from your marketing agency.

Is it true that the more you know, the more you Kohl’s? Is taking stock in the long term Vanguarding? And will you Bing it if you’re searching for something online?

Kohl’s Department Stores, Vanguard Investments, and Microsoft are the latest marketers to try to turn a company brand or product name into a verb. It’s an old marketing strategy, but it rarely works. Here’s why.

Welcome to Smart Marketing Strategy, a new resource to help you develop and execute more effective marketing plans and campaigns.
I’m Jean Gianfagna, president of Gianfagna Strategic Marketing in Cleveland, Ohio. I’ve spent more than 30 years developing marketing strategies and creative marketing campaigns for some of the nation’s top business and consumer marketers.
During that time, I’ve seen [...]