• Extremely mild
  • Richly foaming
  • Naturally gentle
  • Deeply cleanses
  • Nourishes
  • Pure and soothing
  • Synergistically
  • Refresh and restore
  • Skin radiance
  • Cool soothing
  • Protects and restores balance
  • Harmonize and replenish
  • Additional moisturizing benefit

What doesn’t this stuff do? Lather up and this naturally gentle, richly foaming, pure and soothing nourishing cleanser will synergistically refresh, harmonize, replenish, protect and restore balance with cool soothing botanicals.

Kinda ridiculous, isn’t it? Reading this should remind you to read your own site, your own marketing copy, your own definitions.

What claims are you making? Do you really believe them? What are you saying? Does it make any sense? How are you describing your product? Is it accurate or just a sea of adjectives that look good and sound good together? What story are you telling or selling? Whatever it turns out to be, are you really OK with it? Deep down inside, is it something you’re proud of?