Ultimate! Perfect! Unique!
When writing fresh copy, it can be tempting sometimes to hitch an idea to the hyperbole bandwagon. A product is just a product unless you say it’s the ultimate at what it does, right? The trouble with this approach is that it’s predicated on an empty promise and does very little to set you apart from the fray. As Seth Godin points out:
There are 345,000,000 Google matches for “ultimate”…
Want to make the best case you can to clients about what you do, or what you’re selling? Drop the self-congratulatory clichés and instead create copy that communicates benefits to your reader.
Remember rule #1 in communications. Your message is not about you. It’s always…always…about them.