Tip - Avoid hyperbole and buzzwords, just tell us what you do

“I narrow-mindedly outlawed the word ‘unique’. Practically every press release contains it. Practically nothing ever is.”

This quote is attributed to Fred M. Hechinger, a former New York Times editor. Even if what you have is genuinely unique, so many pitches use this word that it has become an almost redundant adjective. All we really, really want to hear about is what your product or company does.

So, it’s best not to fill your pitch with hyperbole. Stick to the facts, tell us what you’ve got, what it does and what it solves. Practical information beats buzzwords every time, so ‘unique’, ‘revolutionary’ and ‘game-changing’ can be left at the door.

KISS: Keep it short and simple  By PAUL SAWERS