From the Vault: Credibility Robbers

I’ve seen a lot of examples of people writing great, attention grabbing headlines or making a great attention grabbing statement and then ruining the whole effect by letting one little word slide in that shouldn’t be there.

These words are known as credibility robbers. Here are some examples:

‘If you’re looking for widgets, then maybe we can help.’

‘For some of the best advice around, come to us.’

‘This might be the most important phone call you’ll ever make’.

‘Maybe, some of, might be’… they’re all words that let that element of doubt creep in. If you want to make what you say or your headlines powerful, guard against using similar ‘credibility robbers’.

Take the credibility robbing words out of the above and see how much more powerful they become!