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It is reported
Indications are that
Numerous people have said
I first started noticing “escape clause” words, such as the ones above, when I was reading about new super foods, or magic weight loss programs. “Famous” medical people, or “recognized” authorities sprinkled their pitches with qualifiers and exceptions, so that they could basically make any claim they wanted to, since they were not actually guaranteeing anything.
Or headlines that shout “Studies Prove,” without telling you that the study was done on two people who make a living out of giving testimonials.
I found it distasteful when they did it, and just as annoying in advertising copy. The favorite of writers seems to be (weasel words right there), “virtually.” Many people think it means “everyone,” but it really means some. So when you see “virtually all the viewers,” it actually indicates fewer than they would prefer you to believe.
So, make your copy as forceful as possible. Eliminate as many weasels as you can. The result will be a more powerful, more persuasive communication. Many people have found that often to be the case.
Got the idea?