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.



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