You want your audience t to get excited about what you say -- but they won't if you use cliches to illustrate or enliven your copy.
They're used by people all the time such as: "The squeaky wheels get the oil." But they are are overused and instead of exciting our tantalizing your audience they deaden your listener's attention.
As Bat Masterson said in his Accelerated Program for Six-Figure Copywiring such expressions "no longer communicate profound ideas. And they don't inspire people intellectually."
He says they are killers in direct mail copy -- and they are just as big killers in live presentations. Rework them. As he says the do contain a fundamental truth but they need to be reworked.
An example of doing (although admittedly not the best) would be to take the pun about the squeaking wheels and substitute ideas to come up with something like: "The noisy hinge usually gets greased first."
The trick is to get out that big piece of paper and Mind Map or Cluster that cliche to see what new ideas your mind comes up with.
Your audience will love you for it.
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