There is always an exception. Beware of Absolutes.

Tuesday: Write with the Pen of the Masters FROM THE DESK OF MILES EVERSON: Generalizing statements in your copies can be harmful. Making claims without sufficient evidence is not advisable. Instead make room for flexibility and relativity. This will ensure that your writing will not be as questioned or challenged by your target audience. Keep reading to know more about why you should avoid the use of absolute words in your copies. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

There is always an exception. Beware of Absolutes. “Everybody loves watching movies.” “No one likes to wear face masks.” “I’ve never made a mistake.” Would you agree with these statements if you heard or read them? Grammatically speaking, these statements are incorrect and can easily be questioned or challenged. These statements show how the speaker deliberately exaggerates to easily make a point. When a writer’s intention is not simply to emphasize, using words like “everybody,” “anyone,” and “no one” can be harmful. Doing that leaves readers with the wrong impression ABSOLUTE WORDS. “[Words that are] not qualified or diminished in any way; total. Viewed or existing independently and not in relation to other things; not relative or comparative.” – Google Dictionary These words can be adjectives, adverbs, nouns, pronouns, or verbs. Absolute words are used to exaggerate and add emphasis to a statement. It’s all or nothing and doesn’t allow exception or flexibility. Why should we refrain from using absolute words? Using absolute words can create a false impression on readers and trigger readers to find exceptions to say the statement is wrong Using absolute words can cause the writer to lose credibility and can raise doubts on the reader’s understanding of the topic Using absolute words can make a claim that can be interpreted as “no exceptions,” which may not be the actual point that the writer is trying to make Let’s look at this example: “The Two Great Drivers of Recessions” vs. “Two Great Drivers of Recessions” The former is absolute and easy to challenge and state as being incorrect. Some can say the statement is wrong just by enumerating other things that drive a recession that doesn’t fall into those two reasons. The latter allows the reader to rest the case on the greatness of these two drivers in discussion, not to think that there are ONLY two drivers. Other examples… Instead of: “Everybody loves watching movies.” Try: “Many people love watching movies.” Instead of: “I’ve never made a mistake.” (Doubtful) Try: “I rarely make a mistake.” To be clear in making a statement and to not create false claims we will regret, let’s refrain from using absolute words. Depending on the statement or use, here’s a list of absolute words. Included on the list are possible substitutes to avoid making the wrong impression. The use of “The” The Three Effective Ways to Communicate Substitute: Three Effective Ways to Communicate   Everyone/Everybody Possible Substitutes: “most,” “a good amount,” “many people,” “general population,” “the majority,” “multiple segments”   Nobody/No one Possible Substitutes: “very few,” “a small number”   Never Possible Substitutes: “uncommonly,” “rarely,” “infrequently,” “under few conditions,” “in rare circumstances”   Always Possible Substitutes: “usually,” “frequently,” “consistently,” “routinely”   None Possible Substitutes: “few,” “little,” “rare,” “a small number,” “hardly any”   No Possible Substitutes: “not really,” “not entirely,” “not in the slightest,” “by no means”   Review and proofread your copy or content, especially the important statements and points you write. Check to see if you’ve written anything that talks in absolute. Avoid the use of absolute words in your statements when it is not a known fact to prevent arguments, false impressions, and weaken your content’s credibility. Remember this tip the next time you make a powerful statement! Hope you found this week’s insights interesting and helpful. Follow us on LinkedIn. Stay tuned for next Tuesday’s Write with the Pen of the Masters! Learn more about How to Swipe Messages from Visitors and Customers on next week’s Write with the Pen of the Masters!