Too often we use the first phrase that comes to mind when we’re bashing out a piece of writing. I’m guilty of it. And you are too.
Clichés always wrestle their way into my first drafts. And then I have to wrestle them back out again while challenging my brain to come up with something at least vaguely original.
A truly original expression will conjure up images in the mind – something that overused phrases unerringly fail to do.
The trouble with clichéd phrases is that readers don’t see them. If the writer can’t be bothered to conjure up images, how is the reader supposed to be able to?
Overused phrases don’t mean anything any more. And if they don’t mean anything, they’re sure as hell not going to make anyone feel anything.
And if you’re not making people feel anything, they’re not going to buy from you.