When we use a cliche like don’t judge a book by its cover, we are moving our attention from the cover to the contents of a book, and in doing so, exemplifying the need to appreciate what’s in it, rather than what’s on the outside. The same goes with beauty is skin deep. However, within the context of Creative Copy as it relates to writing articles, promotional pieces, or the content of a Web site, such cliches suddenly begin to lose their inherent meaning.

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