I remember hearing a radio interview with a teacher who had a unique approach to teaching high school students about communication. In her classroom, she paid special attention to what she called "glittering generalities," those phrases which look and sound impressive – but have no meaning. She said that politicians (regardless of party affiliation) are the most visible offenders, but the affliction has crept into every corner of the world of communication. Her students have fun finding glittering generalities – so they can tear them apart in class.

If her classes ever examine ad copy, they will have no problems locating glitter. In a matter of minutes, I ran across the following colorful phrases. Can you guess the products and services being advertised?

1. Cloud nine never looked better than this.

2. Inspired by genius. Crafted with care.

3. Relaxation is calling. Are you ready?

4. Get the right perspective.

5. Nobody does it more. Nobody does it better.

6. Treat yourself.

7. Unparalleled amenities to enhance your lifestyle of luxury.

8. Comfort deluxe.

9. Now you can have your dreams and wake up, too.

10. From urban elegance to casual design, we can take you wherever your dreams and budget can reach.

Answers: (1) Condo development, (2) Furniture, (3) Vacation resort, (4) Solar heating, (5) Health club, (6) Windows, (7) Real estate, (8) Athletic shoes, (9) Auto, (10) Outdoor furniture.

What these phrases need – what advertising needs – is specificity. Claude C. Hopkins, one of the early gurus of advertising, wrote, "Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. They suggest looseness of expression, a tendency to exaggerate, a carelessness of truth. They lead readers to discount all the statements that you make."

Let's take a closer look at the "comfort deluxe" description of athletic shoes. Right off the bat, the word "deluxe" can be tossed out the window. Like its cousins, "fantastic" and "excellent," it is too vague to mean anything. On the other hand, the word "comfort" has potential, because it suggests a specific benefit to the wearer. What is it about these shoes that makes them comfortable? Special cushioning? Extra ankle support? Larger toe box? Focus on the specifics of comfort, and you'll have a winning idea.

Glittering generalities can also appear in conversations. If you're on the receiving end, it is a frustrating experience. For example:

Friend: You've gotta see the new movie that just opened.

You: How did you like it?

Friend: It's fantastic.

You: What is it about?

Friend: You won't believe the plot. It's one of the best ever.

You: So, what happens in the movie?

Friend: All kinds of incredible things. Unbelievable special effects. It kept me on the edge of my seat for two hours.

You: Is it an action movie? A mystery? A comedy?

Friend: I can't say enough good things about it. You'll be impressed.

You: I don't know.

Friend: Let me tell you about special ingredients in the popcorn. It was the best I've ever tasted.

One of the keys to effective communication – and effective advertising – is to replace glitter with specifics.



(c) Copyright 2010 by John Foust. All rights reserved.