Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, "Best in the world," "Lowest price in existence," etc. are at best simply claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make. (p.18)( Claude C Hopkins - Scientific Advertising )
“If you know the enemy and know yourself, you need not fear the result of a hundred battles" (Sun Tzu, The Art of War)
21 October 2012
Being Specific
