Avoiding Cliches to Reduce Distractions Be careful that you do not default to cliches in your writing. Cliches are worn-out phrases or words that are no longer effective and can be distracting to the reader. Avoid cliches. Regular use usually indicates lack of thought and effort. Figure 24 shows a few examples of common cliches. Remember two key principles of organization to reduce opening cliches:
1
Begin with the most important point to the reader.
2
Avoid unnecessary or long setups.
“
we are pleased to propose
raising the bar
th i nk outs i de the box
ENTERPRISE LEVEL
team player
best of breed
INTHE LOOP
parad i gm sh i f t
industry-best
”
Figure 24. Avoid Overused or Empty Cliches. Replace cliches with simple, direct words that are understandable to any reader.
See Cliches in the Shipley Proposal Guide .
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