Make Your Editor Cry: Incomplete comparisons
If you begin a comparison, you must finish it.
Example:
Our company's products are better, cheaper, and more efficient.
Um, okay? More efficient than what?
So, they are good products maybe in comparison to their previous performance? Or maybe in comparison to other options in the marketplace? Or maybe in comparison to the previous models of the same products?
While it is probably understood that you mean the reader to infer that they’re good products, the comparison is absent, making this an unsubstantiated claim.
Don’t leave it up to the reader to infer. If you begin a comparison, finish it.
Gregg Bridgeman is the Editor-in-Chief at Olivia Kimbrell Press. He is husband to best-selling Christian author Hallee Bridgeman and parent to three. He continues to proudly serve in the US Armed Forces and has done so in either an active or reserve capacity for more than twenty years as an airborne and air assault qualified paratrooper, earning a Bronze Star for his service. Most importantly, he was ordained in October of 2001 after surrendering his life to Christ decades earlier.
