The cliche… a copywriting no-no?

| November 16, 2009

Should copywriters avoid cliches like the plague?

There are two sides to most stories. This one’s no different.

You could view cliches as the lazy way out. The opposite of creative. Boring and done to death. If I was a creative writer – an author – I’d agree.

On the other hand, cliches have considerable commercial power because practically everyone understands exactly what you mean. You get your message across instantly. Which is pretty important given that most people merely skim websites, scan direct mail letters and give marketing stuff a cursory glance.

If your audience is likely to take the time to read your stuff carefully, you can afford to avoid cliches. If your reader has the attention span of a gnat, think twice before discounting them altogether.


Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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