It’s an example of so-called ‘weasel words’ in advertising.
Here are the top 20 results that Google throws up after a search for: “There’s nothing worse than…”
There’s nothing worse than…
- Sleeping in makeup. You wake up looking like a painting that’s been left out in a rainstorm
- Waiting and not knowing what’ll happen to you
- Being disappointed in somebody
- Having everybody thinking alike, talking alike and having the same direction in mind
- A pantsuit
- A know-it-all
- Being afraid of saying something (especially if it MUST be heard)
- Too late
- The crusades
- Knowing how it ends
- A doctor’s receptionist
- A staunch woman
- Feeling like a ghost
- A woman scorned
- Wasted talent
- Being ordinary
- Being addicted to a bad song
- Death Dumbledore (?!)
Clearly, they cannot all be right. In fact, none of them can be right. Invest just a moment’s thought and you will soon think of any number of things that are worse than the items listed.
It’s easy to fall into the trap of starting a sentence the way you’ve heard other people start theirs. But that makes it a cliché. In copywriting, you need to be original, as well as accurate.
Ask me if you’d like help with that.