Platitude: a flat, dull, or trite remark, esp. one uttered as if it were fresh or profound.
Think about this definition for a moment. How many times have you caught yourself uttering the dreaded platitude (the word itself is fairly unattractive to the ear) in your elevator speech, your presentations, and your copy. It is an easy mistake to fall into – and like so many “easy” temptations – once you fall off of the creative wagon – it can be difficult to hoist yourself back on.
So – until future brain power may be used for elaboration on this subject – enjoy this initial thought and beware the platitude!