Tricks of the tirade

Look at the following: “Acme Boot Wax. No brand of boot wax has been shown to be more effective in the prevention of club foot and hammer toe.” See how that works? There's no actual product claim in there. This is how we sell you toothpaste and baldness cures. Or try this one: Add up the number of years everyone has been working to make it seem like you're a bunch of seasoned veterans. So your organization might claim a century of collective experience – sounds good, but if you employ 100 people it's not really all that impressive.