There's a lot of cliches in the marketing world. Many commercials are laden with them. At times, though, they may actually be necessary.
When you have 15 seconds and the client insists on saying "conveniently located" you sometimes have to acquiesce and just do it.
You're not writing War and Peace.
That said, even a 15 second commercial can still resonate. To me, all writing should evoke a response. So even when I'm told what to write, I try to always put my little spin to it.
I apply the Avocado and Adventure philosophy.
#1. Avocado: Good food inspires. Try something new.
I was once wandering around the lower East Side in NYC the morning after a radio awards show. I stumbled on a little French place. Behind the cramped counter, the chef made me a breakfast dish I had never had before.
Whole grain bread, honey, avocado spread and lemon. It. Was. Amazing.
If you don't try new things, you'll never know. The entire staff of this place saw my reaction to this breakfast treat and from there, we all started talking and not only were my taste buds transported, but so was my mental being as they told me about their adventures.
My takeaway: Try new things when writing.
#2. Adventure: Good travel inspires. Go someplace new
Just the mere thought of traveling is exciting to me. Not the actual process of flying, I hate planes, but the destination.
Before I die, I want to travel to all seven of the continents. I've done four so far. But the opportunity has arisen to travel to South America. Columbia, to be exact. And I'm going. Continent number five. Check.
Because it will be a new adventure that will lead to new ideas and thoughts.
Start your new year, not with a New Years resolution, but a life resolution.
Take your writing and apply the Avocado and Adventure Philosophy. Food and travel equals conversation and excitement.
And everything you write deserves to have those elements brought in.
Is it easy?