Cliches: Love ‘em or leave ‘em? Do both.
I’ve said it before and I’ll say it again: I love cliches. But before you run off to report me (tattle-tale), or to cram your copy with them because “Carolyn said it was okay,” let me clarify: I love cliches with the kind of affection people bestow upon puppies and kittens. And while puppies and kittens can be very effective, they won’t work for everything. (I’ll write more someday, I’m sure, about using what works for *your* business rather than just something everyone says “works,” in general. It’s important.) So I’m not saying you should necessarily use them. My fondness for cliches is bor