WeaselThere’s a famous slogan: “Nothing works faster than Anadin” to which many people replied: “So take nothing, because it works faster”.

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
  • Normal
  • 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
  • Love
  • 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 clich√©. In copywriting, you need to be original, as well as accurate.

Ask me if you’d like help with that.

photo credit: IMG_0149 via photopin (license)

1 Comment

Jon · August 28, 2015 at 1:46 pm

There’s nothing worse than ….

…. reading your newsletter, and realising what I have done wrong again (and again and again) Jon

Comments are closed.

Skip to content