WEED OUT THE SUPERLATIVES

Industrial editors in particular detest superlatives. Sprinkling your editorial copy with adjectives like ‘incredible’, ‘fantastic’, ‘exciting’, ‘wonderful’, ‘earth-shattering’ will ensure that it hits the editorial bin almost without a second thought. ‘Unique’, ‘new’, ‘user-friendly’, ‘flexible’, ‘cost-effective’ and the like are generally OK, especially if backed by convincing facts and figures.