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Say it like you mean it


Skimming through a Comfort Inn brochure (I know, I know), I found the following two nuggets of copywriting over-complication.

"our hotel represents a superb choice in value for money, comfort, style and service"

and

"the hotel commands an outstanding location in the heart of Dublin's city centre"

The use of unnecessary verbs to explain the relationship between the product (hotel) and the selling point (value / outstanding location) is very common. Unfortunately, it confuses the ideas and more importantly, it doesn't make me believe!

'our hotel is a superb choice in value for money, comfort, style and service'

'the hotel's location in the heart of Dublin's city centre is outstanding'

Confidence is good.

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