Dear Direct Response Letter Subscriber:

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A recent article stated: "All the wealthy (well, most of them) have personal trainers and chefs that make sure they stay in shape. Health is wealth, and the elites know it."

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Well, the author should not make claims like that.

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And neither should you.

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Specifically, I am urging you to avoid using "all" and "most."

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Why?

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Because you can virtually never prove "all" and "most."

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For example, one health article on hysterectomies said that "all" women are born with a uterus.

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But in fact, thousands of women with Mayer-Rokitansky-Küster-Hauser syndrome are born without one.

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Also be careful of "most" because it is similarly hard to prove.

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You may think most Italians love spaghetti—but do you know it to be a fact?

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Writing "most Italians love spaghetti" is questionable. Have you really counted them or taken a poll?

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Only use "most" if you can cite a credible source.

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Even better, say "many" instead of "most."

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And while you are at it, replace "most of the time" with "often" or "sometimes."

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"Most" is quantifiable as greater than 50%.

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"Many" is more open to interpretation and subjective judgment—and is therefore less likely to be wrong.

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Bottom line: steer clear of all and most; and even better, give specific numbers with source references.

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Regards,

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