(607NewsNow) — Typical radio commercials are 30 or 60 seconds. Whatever length your business runs, don’t waste that precious time with filler phrases that basically try to say everything, but in reality, say absolutely nothing. Here’s a list of ten (10) phrases to strike from your ad copy and commercials:

1. “For all your _____ needs.” Says nothing about why the advertiser is better, different, or even competent.

2. “We’ve been serving the community for over ___ years.” Longevity alone does not equal quality, value, or relevance to the listener’s problem today.

3. “Family-owned and operated.” Meaningful only if tied to a specific customer benefit; otherwise, it is background noise.

4. “We pride ourselves on customer service.” Every business claims this; without proof, it is an empty assertion.

5. “Stop in today!” A call to action with no reason to act and no urgency.

6. “Quality you can trust.” A generic promise with no evidence, standards, or outcomes attached.

7. “Competitive prices.” Non-specific and unprovable; it does not tell the listener whether the business is cheaper, better, or worth paying more for.

8. “Locally owned.” Only effective if the local advantage is explicitly explained; otherwise, it is a label, not a benefit.

9. “Your one-stop shop.” Overused and rarely credible; breadth without clarity often reduces perceived expertise.

10. “Call now for more information.” Radio should motivate action, not homework. If the listener needs “more information,” the ad has failed.