Clichés, and why they are what they are

We’ve all seen them. We’ve all used them; those well – worn, over-used flabby phrases and propositions that litter adverts and publications…

“When it’s gone, it’s gone!”

“Huge savings…”

“Solutions-driven”

“Unique”

“We offer all-encompassing packages depending on your social media needs.”

“Thinking outside the box”

I could go on. No, really, I could…

Don’t get me wrong; clichés aren’t good. They are cheap, invisible and sloppy ways of filling an unconsidered piece of writing. So, why are they so prevalent?

Well, consider this; a cliché is only a cliché because it is used a lot, and it’s only used a lot because, despite everything, it’s good/true/valid/worth something.

So, next time you want to think outside the box, or offer multi-platform concept-led solutions (both good things to do) why not try to find a way to tell your reader what it actually IS you are doing for them?

Just thought I’d run that up the flagpole, to see who saluted…