“30% less fat than…”
“New and Improved…”
I’ve always quickly overlooked this type of language. It clearly works for some, or it wouldn’t be so prevalent. But plastering “World Famous” in front of a disgusting hot dog on a sweaty bun doesn’t actually make it famous…and if that’s what you’re relying on, it will help you guarantee you’re never world famous.
I’ve heard many people say “Fake it until you make it,” as if it’s sage advice. But, if you do, your ass better back it up with something. In many instances, people are simply faking it in order to ensure they never make it.