David Scott writes: "I often see words and phrases such as 'cutting-edge,' 'leading,' 'premier,' 'fastest' and the like so often that I don’t even read them anymore. Should good copy include superlatives? Or not? Are there any rules to follow in their use?"
Exellent (if you'll forgive the superlative) question. Like engine-additives, superlatives are often used to give us an extra boost or charge. But they're applied so often and so indiscriminately that they backfire; instead of accelerating our message, they dissolve it into white noise.
The alternative? Replace superlatives with hard facts. Perhaps the "cutting-edge" service can be described as the one "featured in Fast Company magazine." Maybe the "leading company" is "rated by I.M. Associates as the most respected widget producer in North America." Or the "fastest" thingamabob is "32% faster than competing products."
In sum, superlatives aren't super because they aren't credible. Specific, particular facts, clearly articulated, build conviction. In most instances, it's best to stick with the facts.
Posted by Jonathan Kranz at May 5, 2005 09:13 AM | TrackBackJonathan
Have to put a plug in for your book - the information in Copywritting for Dummies - is clear, concise, and fun.
I have used the book as a supplemental reference in my Copywriting for Print course this past semester to rave reviews.
Thanks for investing time this day to share your expertise in the blog. I can assure you that even though the semester has concluded, I have
e-mailed students and invited them to log on and here what the professionals have to share.
Create another great day!
-- bpv
Expect Outrageous. Settle for Amazing.
Thanks, Brian! That's most kind of you. Please let your students know that they're welcome to write me with questions any time.
Posted by: Jonathan Kranz at May 5, 2005 10:02 AM