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 believes in expressive writing, exceptional fundraising, and exuberant living.
Willis Turner is the senior copywriter at Huntsinger & Jeffer. He was an experienced writer and creative director in the traditional advertising world for more than 20 years before making the switch to fundraising nearly 15 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, as well as collateral materials and communications, that get attention, tell emotional stories, and persuade people to take action or make a donation.