Briefle words · Writing & copy
Puffery
Exaggerated, unprovable praise like 'best' or 'premium' that every brand uses, so readers learn to skip it.
Say it to an AI
Listing description for a lakeside A-frame, for couples comparing cabins. Show, don't tell: three or four concrete details the guest can picture (lake view from bed, 20-minute wood stove, dock 40 steps away, nearest neighbor a mile off). No puffery adjectives. Under 45 words.
How an expert would brief the stronger version of “Cabin rental description”.
See it
Try it as a puzzle →A host's listing on a vacation-rental site, read by couples comparing a dozen similar cabins.
Why: A's 'beautiful', 'cozy', 'total peace and quiet' and 'perfect secluded getaway'.
Related words
Room 4 · Persuasion
Learn “Puffery” in a five-minute lesson