The cliche… a copywriting no-no?

Should copywriters avoid cliches like the plague?

There are two sides to most stories. This one’s no different.

You could view cliches as the lazy way out. The opposite of creative. Boring and done to death. If I was a creative writer – an author – I’d agree.

On the other hand, cliches have considerable commercial power because practically everyone understands exactly what you mean. You get your message across instantly. Which is pretty important given that most people merely skim websites, scan direct mail letters and give marketing stuff a cursory glance.

If your audience is likely to take the time to read your stuff carefully, you can afford to avoid cliches. If your reader has the attention span of a gnat, think twice before discounting them altogether.