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.