Guest Post by Jeff Davidson
What a terrible web we weave… the temptation among aspiring authors to embellish their marketing literature with grandiose claims is overwhelming. I’ve seen newbies whose credentials are still developing who are prone to make grandiose claims, especially on self-published books, such as, “The world’s leading…,” “One of the most popular…,” or “The #1 book on…”
Caution: use of absolute terminology such as best, first, most, most outstanding, and greatest are difficult to prove and generally are fallacious.
Put yourself in the shoes of others. If you speak professionally, is a bureau going to take a risk by submitting your material, strewn with superlatives, to a meeting planner who has perhaps seen and heard it all? Even with meeting planners who are relatively new in the position, the flags go up the moment they receive literature adorned with grandiose claims.
What about when you’re not employing absolute terms such as first or best, but your descriptive literature nevertheless come off as grandiose? Consider the following:
One of the most sought after authors…
One of the fastest rising stars in the industry…
Among the world’s leading authorities on…
Issues abound with this type of terminology as well because, on its face, the information is unsubstantiated. If you can succinctly answer the fundamental question, “according to whom,” then you might have something.
Did an industry magazine refer to you in such a way?
Do you hold a confirming trademark?
Does a professional association, in print, regard you as their industry guru?
Has your book actually appeared on the New York Times Best Seller list (and not as a one-day Amazon phenomenon that you orchestrated)?
About Jeff Davidson
Jeff Davidson, the internationally recognized expert on work-life balance, holds the registered trademark as the Work-Life Balance Expert®. He is the author of several popular books including Breathing Space, Simpler Living, and The 60-Second Organizer. He is an Advisory Board Member on The Organized Executive, a monthly publication of Columbia Books.
Jeff Davidson is on the web at http://www.BreathingSpace.com.