Cut it out, and knock it off: Politicians need to stop using clichés
Beyond the Buzzwords: Why Politicians Should Avoid Overused Clichés
Political speeches and debates are supposed to inspire, educate, and persuade. Too often, however, candidates rely on tired, overused clichés that make their messages sound generic, insincere, or even meaningless. It is lazy. Instead of engaging voters, these phrases can make a candidate seem unoriginal, disconnected, or worse - like they’re dodging important questions.
If you’re a candidate running for office, or someone who helps write speeches, it’s time to retire the corny banalities and start being genuine. Below are some of the worst offenders used by politicians—and why they should be avoided.
If you need a moment to compose yourself, a few seconds of silence is better that platitudes and fluff. In fact, silence is an effective tool that captures attention. I use it myself. Try it!
Overused Political Clichés (and What to Say Instead)
1. “At the
end of the day…”
Why it’s a problem: At the end of the day, I go to bed. Duh. This phrase is filler. It rarely adds anything meaningful and makes candidates sound like they’re stalling.
Improved Option: Be direct. If you mean "Ultimately, my priority is [FILL IN THE BLANK]," then just say that.
2. “Make no
mistake…”
Why it’s a problem: It sounds dramatic and unnecessary. Instead of reinforcing confidence, it often comes across as forced. And what does it mean? Was I about to misinterpret something? Should I mistake the other stuff you said?
Improved Option: If you want to emphasize a point, say it with conviction: “I am committed to securing our borders or [YOUR ISSUE/MESSAGE].” Be creative with the ways you want to emphasize points.
3. “Now,
more than ever…”
Why it’s a problem: It’s vague and overused in every election cycle. Is the issue really more urgent than ever? In fact, if you are an incumbent, and voters want change, this is not the phrase you want to use. Your opponent down the street is probably uttering this phrase. Let him or her use the old, tired phrase - be the fresh original! CONFESSION: I used this phrase once on a campaign back in 2008, but it was part of our slogan - "Conservative Leadership Now More Than Ever." But that was once in 30 years, so cut me some slack!
Improved Option: Use specifics: “This is the highest inflation rate in 40 years. We must act now.” Be the solution to an immediate problem.
4. “Hardworking American families”
Why it’s a problem: It’s a broad, overused phrase that lacks originality. Everyone claims to stand for "hardworking families," but few explain how. And really, are we not all hardworking families? Are you saying that some of your voters are NOT hardworking families? Also, what if you mean to include people in your comments that live alone? Are they left out?
Improved Option: Be specific about which policies will help families and why. And be specific on the families you will help (based on income, geography, disadvantage, etc.). “Middle-class taxpayers in our state are struggling with rising grocery prices. Here’s what I’ll do to fix that…”
5. “The American people deserve better”
Why it’s a problem: It’s vague and overused. What does "better" actually mean? Blah blah blah. Are you implying that you are the "better"? How would anyone know? Also, this has a level of entitlement with it - just a bad sound.
Improved Option: Say what they deserve and who is the better choice. “Americans deserve a government that respects their tax dollars and balances the budget, and I am the only candidate who can offer that.”
6. “Let me be clear…”
Why it’s a problem: Wait, what?! If you have to tell people you’re being clear, you probably aren’t. Also, I have witnessed many politicians start with a phrase like this and enter a word salad that makes no sense.
Improved Option: Just state your position plainly without the lead-in. This is a good time to give the audience a moment of silence so they are paying attention to what you are about to say. If you lead with this old phrase, you've lost many of them before you get to the point.
7. “Washington (or our state capitol) is broken”
Why it’s a problem: Every politician says this, yet few explain what they’ll actually do to fix it. And what does it mean? The tires are flat? The plumbing needs fixed? Who will do the fixing? If they are listening to your speech, then they don't need to hear this old phrase.
Improved Option: Give specifics. “Congress has failed to pass a budget on time for the last five years. I will push for real accountability.” Or, "The levels of waste, fraud, and abuse are unacceptable. We must engage the Attorney General and our inspectors general to investigate these matters and bring charges where appropriate!"
8. “Kicking the can down the road”
Why it’s a problem: The use of this cliché is ironic because it is about avoiding problems but is used in interviews to avoid questions! It's also a reference to a game no one has played in decades.
Improved Option: Describe the actual issue: “Congress keeps delaying [FILL IN ISSUE HERE]. Here’s how I’ll take action now.”
9. “The most important election of our
lifetime”
Why it’s a problem: I will personally fight you if you use this phrase, LOL. Every election is “the most important” ever. People want to bang their heads against the wall when they hear this one. Please stop. Voters are desensitized to this phrase.
Improved Option: Explain what’s at stake: “If we don’t win, we lose our chance to stop this tax hike.” Speak to the immediate issue. If you want to inject urgency in the election, then make sure you have found the right issue that voters care about during that election.
10. “We need to have a conversation about…”
Why it’s a problem: What do politicians have a bad reputation for? They talk and don't solve problems. They have conversations without results. If you want to lose, please embrace this phrase, and you will get your wish! This phrase signals that a candidate is avoiding a direct answer and sounds passive instead of action-oriented.
Improved Option: Say what you plan to do. “I will introduce legislation to fix this.” If your goal is to be inclusive, talk about who supports your measures and why. "Mothers support my child care initiative because it makes sense when raising children is increasingly expensive in a world with high expectations."
BONUS. “To
be honest…” or “Honestly…”
Why it’s a problem: Um, is everything else you just said dishonest? This gets back to simply saying what you mean. When people begin with these two phrases, it can be a signal that a lie is coming, or it simply implies that everything you just said was dishonest!
Improved Option: Say what you mean and eliminate the unnecessary and confusing reference to being honest “this time”. Maybe say, “I have always been a straight shooter, and this is no different,” if you want to underscore a level of trust or sincerity.
AUTHENTICITY MATTERS
Clichés make candidates sound robotic. Voters want authenticity, not rehearsed soundbites. And these overused phrases lower the energy in your speech. Don't be "that" politician.
Clarity is more persuasive. Instead of empty phrases, focus on direct, actionable statements that tell people exactly what you stand for. Tell people that you get results!
Memorable messages win elections. The best politicians use simple, powerful language that sticks in voters' minds.
Speak Like a Leader, Not a Soundbite
Strong communication isn’t about uttering the most dramatic or overused phrases—it’s about being clear, direct, and compelling. If you want voters to trust you, ditch the clichés and start speaking with authenticity. Use the language of the voters.
By replacing tired political jargon with real, specific language, you’ll stand out in debates, interviews, and speeches—and, more importantly, connect with the people you want to lead.
Additional Reading:
The Political Campaign Desk Reference
Workbook: Companion to The Political Campaign Desk Reference
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