what do shirts have to do with copywriting?
shirts are like ideas.
If someone else is wearing the exact same shirt as you, it’s kind of like having the same concept as another person. A cliche shirt won’t get the attention that you obviously desired by wearing graphics on your chest. But a shirt that has a new, innovative concept might just grab some attention. Likewise, an idea that’s been executed repeatedly just won’t do it.
As a shirt enthusiast, I vow to never wear a cliche shirt in public.
As a copywriter, I vow to never use a cliche concept in my career.