Hyperbole

It's a nasty disease, hyperbole. Unfortunately, many agencies seem to suffer from it - and badly too.

Here's a little example I found earlier today:

With XXXX, you know you are getting the customised product that suits your requirements with the highest level of service.

Well, apart from the cliche-generator button having been hit a little too often, it's not believable. "The highest level of service"? Really? Sooooo, I can expect to call the MD and get him to personally courier over my widget in half an hour?

No?

It's hardly "the highest level of service" then, is it?

What you mean is that "we're competent, won't screw up your order too often and you can have it Wednesday." Yes?

OK. So why not say that? How about this instead:

"Just give us a call, tell us exactly what you want and we'll make sure your widget arrives in 24 hours - or sooner if we can."

Isn't that a little friendlier, more honest and easier to read?

But finding out from the client that they offer a 24 hour delivery (substantiating the claim) is beneath some writers. So, instead, they're lazy and go for hyperbole.

Why not spend a bit more time with the client, find out the details of what they do and tell people? It's a lot more powerful than hitting that bullshit button again, isn't it?