Don’t Be Cheesy! 4 Clichés to Avoid in a Video Script

August 26, 2014

Dont Be Cheesy

Cheesy videos stink like Limburger.

That’s problematic because nobody wants to have a “cheesy” blog or “cheesy” online business… Well, except for maybe Weird Al.

How closely do you tune in to the video and audio ads that fly past you every day?

We tune out most of them, right? Because so many of them are complete cheese balls. You know, filled with the same cliches you’ve heard ten million times.

To help you create videos for your blog that avoid the cheesiness and grab people’s attention, here are four cliches you should avoid.

Remember these tips the next time you write a video script…

Cliché 1:

“We are conveniently located…”

Unless you’re literally next door to the viewer, this phrase is entirely meaningless. You have a very limited amount of time to communicate your information to the viewer — telling them you’re conveniently located to them will not make them pay attention and drive them to your store. Don’t waste precious time with this fake benefit. Be authentic.

Cliché 2:

We have been in business for 20 years…”

This is one of the most frequently used bogus benefits that are used. When you say that you have been in business for 10 or 20 years, it DOES show that you’ve been able to stay around for a while, but it DOESN’T drive a viewer to take action? The goal of a video is to compel the viewer to do something RIGHT NOW. Give them a Call-to-Action.

Cliché 3:

“Come to ACME Builders  for all your ladder needs.

By saying this, you are telling the listener you don’t have anything of value because it is nothing special. What needs do your customers have? Instead of asking them to imagine what “needs” they have, TELL them what needs they have. If it’s a rainy season, tell them that those clogged gutters aren’t going to clean themselves. If you’re a small business, keep in mind that your target audience is made up of your satisfied clients. They are the most valuable group to communicate with, and will cost the least to convince.

Cliché 4:

Listing detailed types of features

“Small ropes, long ropes, expensive ropes, cheap ropes “…who cares. Ropes are ropes in most people’s minds, and a video is no time to start listing features. Studies show that people tune out after the second feature in ANY list. Instead of listing out your features, talk about the value that your product will bring to people.

Be benefit driven in what only you can provide them. Be real.

Author Bio:

Dan Nuckolls is a twenty year veteran of video production and the owner of Nuxx Media You can follow his passion on Facebook at nuxxmedia.


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  1. Samantha says:    •   5 years

    Dan, I appreciate having a series of little nuggets of wisdom on the vlog matter! There is definitely an uprising in video content, but quality is rare and beautiful thing. Thanks for the tips!

    1. Matthew Loomis says:    •   5 years Author

      Hi Samantha,

      Dan knows video. You should check out his demo reel sometime.
      He did the trailer for Saving Private Ryan. Pretty cool, eh?

      Drop by again soon!

  2. Dan Nuckolls says:    •   5 years


    There IS an uprising, and quality video does not mean a lot of money. Good video CAN be shot on an iPhone if you have plenty of light and an external microphone.

    For $30 you can be a video makin’ vblog nut too!


  3. Kelly the Take Action WAHM says:    •   5 years

    Great tips not just for video, but for all marketing, really. I try to impress upon people that sales are made with features, but with benefits. Tell somebody how you can solve their problem, and you make a sale.

    1. Matthew Loomis says:    •   5 years Author

      Hi Kelly,

      That’s good…put the benefits in the forefront of your promoting, and you’ll have more success.

      Glad you dropped in. See ya around, I hope.