Stop saying “Ultimate”

Enough with “It’s the Ultimate [insert any noun here].” It is sooooo overused that it now rubs elbows with “acme”. The Ultimate Guide to Internet marketing—yawn. The Ultimate solution for hair loss—right. The Ultimate Zzzzzzzzz. Copywriters—move on! No one can hear you any more. Even if you add “absolutely” to it you won’t get traction. […]