When you’re talking about the life-changing effect of your work, make sure there’s no confusion over the outcome. 

Some claims I’ve seen recently:

“Change your life forever” – a shark attack would also do that
“See the difference in six weeks” – you mean I’ll be fatter, uglier and even more depressed?
“Career transformation specialist” – so I might get fired and have to work in McDonalds?
“Discover your inner self” – what if that just makes everything worse?
“Find your symphony” – I never knew it was missing…

Look, I’m all for lavish claims that set your work in its best possible light.

But tell us what you REALLY mean, for gawd’s sake.

Jonny

 

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