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The list of overused words and phrases is good and I agree with a lot of it, but the recommendations is just more of the same blather stated in a slightly different way. As dwaltrip says elsehwere in this thread, it's not the words per se, it's that we know you're lying.

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I agree, but I do have to give the author some credit here

The alternatives at least are making a falsifiable statement

"Our tool blocks 92 million bad requests per day" is falsifiable

"Our tool offers powerful security options" is not

While they're both kind of marketing blather, one is more "real"

Of course if you are making falsifiable statements in your marketing, and they actually do turn out to be false, then that's (in theory) illegal right?

Is the first more fallible because it’s quantified? Otherwise isn’t it easier to falsify a “powerful security feature” as it could be neither powerful or security related. Whereas a “bad” request is much less specific and thus harder to disprove?

That is what falsifiable means. It is a claim the truth of which can be disproved. “Powerful” is no more falsifiable than “best.”

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