Section 3.4


Clichés are trite expressions. They have been worn out through overuse and should thus be avoided. Examples include:

off the radar screen

on the radar screen

on a going-forward basis

think outside the box

stay ahead of the curve

drop the ball

Clichés act as a kind of verbal sedative: they dramatically reduce the likelihood that the reader will heed your message. If you want your reader to pay attention to your words, use fresh, original language. Doing so will suggest that you also have fresh, original ideas.