Riddle me this, author internet.
Would you ever read your book aloud in public just walking down the streets?
Would you talk to people that you see on a daily basis using the exact same verbiage that you use in your books?
Maybe you would, but there’s some things that would sound weird, or a little artificial.
You might even have people looking at you strangely.
So we don’t necessarily talk to other people in the way that we would use the words in our book.
We have that established now, but how does that change how we advertise to people?
How do we communicate what our book is about to the reading public?
Well, we don’t necessarily use the eloquent, flowery words we might choose for our books.
We use more colloquialisms.
We use more clichés.
And we might even point out that they’re a cliché, but we say them in our everyday life.
When you are communicating with your blurb, or your ads, or whatever, you want to use common speech patterns, rather than using the exact wordage you typically use in your book.
Clichés are okay because it’s how people communicate.