Make Your Editor Cry: Incomplete comparisons

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.

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