At the end of the day, what’s wrong with clichés? Why do critics squirm when they read about companies going from strength to strength? Why do editors put red pens through state of the art showrooms? And, more to the point, how do we avoid writing them? Clichés are victims of their own success. The
Writing
How to stop writing clichés and start writing truths
13 Aug / by: Lorraine Forrest-Turner / 0 comments /Google ‘copywriting tips’ and you’ll find hundreds of great blog posts and websites full of practical advice on ‘killer headlines’, ‘irresistible calls to action’ and ‘the 10 best ads of all time’. Which is great if you’re writing ad copy. Not so good when you’re a PR professional tasked with writing about the latest policy
