"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make


Scientific Advertising - Masters of Marketing Secrets: From the First Great Copywriter (ed. 2014)

Claude C. Hopkins Quotes

Best in the world, lowest price in existence, etc are at best claiming the expected. But superlative of that sort are usually damaging. They...

Best in the world, lowest price in existence, etc are at best claiming the expected. But superlative of that sort are usually damaging. They...

Best in the world, lowest price in existence, etc are at best claiming the expected. But superlative of that sort are usually damaging. They...

Best in the world, lowest price in existence, etc are at best claiming the expected. But superlative of that sort are usually damaging. They...