A quick piece of writing advice:

The other day I saw an ad which claimed it could help me get a “better” body.

This really got my attention. You see, in this type of scenario, most copywriters would use the word “best” i.e. get the best body of your life in under 90 days, or something like that. But the reason why better is so much better, is because it’s honest and credible. Along with that, it sounds a lot more believable. After all, it’s a far easier to believe you can make something a little better, isn’t it?

Basically this claim seems possible and realistic.

The word better also sets up a comparison between your new and current body.

It creates the idea that by putting in the effort you can improve your body, and that this is actually achievable (by comparison, getting the best body isn’t necessarily under your control.)

The word best also has other issues.

For example, it’s difficult to prove.

(After all, how do you define or measure if something is actually the best – in a lot of cases you can’t.)

The word best also triggers skepticism. Why? Because it makes you sound arrogant. If I told you I was the best copywriter in the world, would you believe me? Probably not. On the other hand, if someone else said I was the best well…

…you’d at least consider it a possibility.

Alastair Walton

P.S. One more tip before I go. A lot of people use the word “most” without really thinking. For example, you might find yourself writing, “most people do X” i.e. most people brush their teeth at night. The problem is that you have no way of knowing if most people do actually do X. There’s no real way of proving it, is there?

This is why it’s always better to use the word “many” instead of most. There’s a simple reason for this. Many is a lot more believable, and also credible. Something else you should watch out for is the word “everybody.” i.e. everybody does X – obviously this isn’t true. Bottom line: avoid making statements that are difficult to prove and you should be okay.