BUT ... using clichés effectively takes judgment. It's one thing to shimmy past your reader's prefrontal cortex. But quite another to use worn-out phrases to phone in your copy.
Think of it like juggling rattlesnakes: If done right, a properly chosen cliché can be as good as gold. But done wrong it'll go over like a lead balloon.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.