Comfortable Old Hats

Old Hats

One of the moldiest witticisms in the writer’s playbook says, “Avoid clichés like the plague.” It’s not a bad rule as rules go, but it's really only partly about clichés. Its real point is to encourage mental discipline in inexperienced writers. To force them to write mindfully rather than fall back on trite, unoriginal phrasings.

For more seasoned writers, though, phrases that are old hat to most can be a valuable writing tool … if you use them carefully. They can tap into emotional archetypes that touch readers on a deep level and pull them into the story you’re telling. As our founder, Jerry Huntsinger, said, “They turn a light on inside your reader’s mind. Avoiding clichés can leave the reader in darkness.”

“We’ve got our work cut out for us…”“But there is light at the end of the tunnel... if you help.”“It’s now or never…”Your high-school English teacher might clutch at her pearls to see you write phrases like that, but in fundraising copy, they can be powerful emotional shorthand for your reader.Clichés may be old hat, but old hats are comfortable and people have genuine affection for them. Use good judgment about when to break them out, but don't be afraid to take advantage of them when they can endear you to your readers.