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06/09/2006: "Interesting Thought..."
posits that the five words that people (especially small business) uses most often in advertising are actually detrimental to their cause.
It makes sense to me.
I especially like the authors point that products that actually have the attributes don't need to tell you about it. He missed on trick though. In the paragraph on the word Integrity, he fails to mention a truth that I have noticed again and again: If a company tells you they have integrity, they do not. And, a company that doesn't have integrity, will freely lie about it.