In this clip from his Simple Writing System course, John Carlton discusses how defining a product or service is essential in marketing, and how cliches can work either for or against a seller.
John: Let’s hear what you wrote. Let’s get right down to it. What did you write for “here’s why its important for your life right now”?
You have a stark choice in business these days: Change, move on or fold up.
John: OK. That is a classic cliché…change, move on or die. A classic cliché can be used. Cliches, by the way, are the copywriter’s friend. Up until the point where they become meaningless. So, a lot of copywriters, my good friend friend Gary Halbert, by the way, made a good living by using the right cliché, or just twisting it just enough to get the startled reflex, and it woke them up.
Tony, did Clayton ever talk about clichés at all? What does he say?
He said a lot of them became headlines. Headlines are made up of clichés.
To learn more about John’s Simple Writing System, go to www.SimpleWritingSystem.com
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