Exactly: Clichés do become clichés because they’re useful–a shorthand that sets your audience at ease and quickly telegraphs meaning and, yes, value.

It’s humbling to–once more–accept that we copywriters don’t have to reinvent the wheel. Our words don’t exist to draw attention to their own innovation, urbanity and wit. The copy exists to serve customers and clients.

I admit I was a little dismayed at a recent post by a perfectionist copy editor who insisted “No holiday clichés in copy.”

So no “’Tis the season” to whatever. No “Yes, Virginia” allusions.

There go half my headlines for December…