This Exciting World First Groundbreaking Game-Changing Breakthrough Brought To You By The Leading Company In Press Hype
from the words-to-erase-from-your-press-release dept
Last year, we wrote about how the Freakonomics guys studied the language used in real estate ads and noticed that you could tell which houses actually weren’t that good based on the choice of words used. It might be interesting if they were to do the same thing about press releases. We’ve complained in the past that just about every press release we receive calls the company “the leader” in whatever field or market it’s in. Now, the WSJ is pointing out the overuse of the word “breakthrough” in press release headlines as well. Of course, most people who have received more than a couple of these press releases immediately learns to ignore such words. In some cases, it actually increases the skepticism towards those announcements. As with the real estate ads, the important thing is in what is really there, rather than the descriptive adjectives being used to spruce up the pitch.