Cliche or not to cliche?

Thanks for coming back to read more about magical writing.

John talked about what to avoid -

Cliches such as the prophecy- if you use it disguise it!
McGuffin - justifying the existence of everything in your world- not necessary, the reader has an imagination.
Over describe - let the reader's imagination fill the gaps- focus on a tiny detail rather than describing everything.
Backstory is NOT story it is info dump - avoid it . I had a 'oh' moment here as I recognised the first three chapters of my story were backstory. They have gone now.
Silly names - avoid names with apostrophes or no vowels, the reader will stumble.
Made up words - it slows the pace and can jolt the reader from the story. I use the word wristie for a electronic device, it seems to work because it is a variation on a theme rather than a new word.
Heavy handed allegory - it may feel like a lecture
Unrealistic science - if it is there make sure it is needed.
Inconsistent magic system - it needs to be logical and internally consistent. 
Magic with no cost - magic needs a cost or consequence, Often used is energy, but to avoid this cliche maybe it takes energy from the ones you love. Think about the reluctance to use magic if this was the case.

Phew- you got all that? Yeah that is how my head felt too. Some of these issues I will blog in more depth another day. :) 

As John is an agent he talked about current market trends - still within one hour - impossible. 
There are specific publishers for core sci-fi and fantasy. 
But this core exclusiveness has diminished over the last 5 years, so many of these publishing houses are rethinking their lists.
The cause of this is because  many crossover books  are published by mainstream publishers- The Finder is a cross over YA and Sci-fi/ fantasy for example, 
Also the core is dominated with games, movies, apps, large stories such as Star Wars and Game of Thrones.
It is hard to be accepted as a core sci-fi fantasy writer BUT if it is a good story anything is possible.

At the Festival John said his agency http://zenoagency.com/ was open for submissions BUT the website says differently. I guess many people took him up on his offer, especially as they are branching out into other genres.
Good one to watch.