Ready to learn how to avoid a common marketing faux pas? Then put on your thinking cap and let's get to work.

The "suicide marketing" no-no that could be killing your profit is...

Lack of originality.

Yep, you heard right. Get your complimentary barf bags from that overhead compartment -- you'll need 'em for this one.

Are you sick of hearing the same little dried-up cliches over and over again in sales letters, ads, and every day business talk? You know, the ones loaded with overused phrases like:

   "It's a WIN/WIN situation!"

   "Houston ... we have a problem."

   "It ain't over 'til the fat lady sings."

   "Drive your hit counter CRAZY!"

And so on.

If you're not sick to death of the lack of originality displayed at every turn, you soon will be.

I guess some people say that everyone else uses it so it MUST be okay.

Uhhhgggghhh ... gag me with a spoon.

It makes me think, "Here we go again. Another know-it-all who thinks (s)he's hot stuff because (s)he learned a popular catch phrase." :-|

I mean, really. Aren't YOU fed up with all of the "free" this and "now!" that, "skyrocket" this and "boost" that?

Be original, for goodness sake. Whether you know it or not, this can be affecting your advertising and sales results in a very bad way. What's worse, some of our International business people may not have a clue what these cliches even mean.

I do know that "not reinventing the wheel" is one of the best and fastest ways to profit.

I also know, however, that prospects are getting tired of the same old hyped-up marketing language, and are ready for a little HONESTY in our marketing.

There's a fine line between hype and effective, high-response ad copy. We all have to learn to walk it without falling into the sinister, bubbling abyss of offensive hype.

Hey. Speaking of which, do you remember:

   "This DUMB little ad..."

Oh? If it was so dumb, why was EVERYONE and their cat named Sam using it?!

That ad was plastered all over the Internet in 1999 or so, for a business opportunity called the "Cookie Cutter."

And it quickly became ineffective for that reason.

In my humble opinion, those over-eager marketers should've gotten a clue AND a Thesaurus, and came up with a more original ad. (By the way, if you're worried that using a thesaurus isn't "modern" enough, you might try http://www.thesaurus.com ;-))

Are you still assassinating your financial future with this one often-overlooked marketing "no-no?"

If so, this is your fair warning.

Sure ... some of the overused, washed-out cliches may still be working, but for how long? I know it may be tempting, but don't let the internet and all its splendor overtake you.

One quick remedy is to come up with your own catch phrase.

It's simple, really.

Create your own metaphor that's easily applicable to the type of business you're in. Can't think of a new one that 'tickles your fancy?' Then try thinking of a well-known saying that ISN'T used commonly in your industry. My own personal saying is:

"Do not pass 'Go.' Do not collect two-hundred dollars."

That phrase is well-known to Monopoly players all over the world, but not really in business. You can apply it to anything you don't want your listener or reader to do, just as you would any of the less original sayings you hear every day.

But, "if push comes to shove" ... just don't use one. They can cloud your message, and it can make you seem less than creatively inclined. You've been warned -- now it's up to you.

Good luck.