It happened again. A lesser-known company in the genealogy business sent a press release to me this morning, obviously hoping I would publish it in my newsletter. After reading the announcement, I wasn’t very impressed with this new product. However, what really turned me off was the frequent use of the word “amazing.”
“This amazing new product…”
“These amazing stories…”
“You will be amazed…”
It sounded like an infomercial on late-night television from Ronco-Popeil. “This amazing product slices and dices…”
I wasn’t too impressed with the rest of the announcement, either. Once I mentally removed the word “amazing” from the announcement, all that was left was a rather unamazing announcement of a new addition to an existing web site that apparently duplicates what many other web sites already offer. I am not publishing the announcement here.
I will offer two pieces of advice:
1. To any company or other organization that sends out press releases: Write announcements, not advertisements that sound like stupid television commercials. Tone down the hyperbole.
2. To everyone else: Whenever you read or hear the word “amazing” or any other, similar words in commercials or announcements, hang on to your wallet really tight. The thing that is described as “amazing” probably isn’t. Also, I suggest you count the number of exclamation marks. It strikes me the more exclamation marks used in the announcement or advertisement, the less the product is probably worth.