It's easy for project teams — copywriters, designers, strategists, and clients — to get enthusiastic about the features and benefits of a product, so much so that the promises and benefits can grow larger and larger without anyone noticing. Before you know it, “a leading company” becomes “the leading company.” It's just a one-word difference, but it turns a factual statement into a lie.

Service companies are particularly guilty of exaggeration, as the benefits of a service can be subject to interpretation. Just how clean can a carpet cleaning company get your rugs? If the brochure says they “eliminate 95% of dust mites,” is that really true? Is it just someone's estimation?

That's why you should always do a fact check before submitting your copy for review. Be the skeptic. Question every claim, promise, benefit, or statistic used in the copy. Make sure quotations from product reviews are not taken out of context. Don't use “loaded with some great features” when the reviewer actually wrote “loaded with some great features, but lacking in the most important functions.”

Pay particular attention to any promises made, especially concerning the performance of the product or service. There is a legal term called “expressed warranty.” It basically says that a warranty is created when you make a claim that is more than the product or service can deliver. So you may have to refund unhappy customers, regardless of what it may say in your published warranty.