The effective way to use a cliché is to point to it and then do precisely the opposite. Juxtapose the cliché with the unexpected truth of what you have to offer.
Seth’s Blog: How to use clichés
(Seth also points us to his secret weapon. — ”I often use the Encyclopedia of Clichés to find clichés that then inspire opposites. It’s a secret weapon and it’s all yours now. Have fun.”)
Source: sethgodin.typepad.com
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