My writing/journalism hat and marketing hat are sometimes at odds with each other and this is one of those times. In writing, especially academic, I was taught that superlatives and hyperbole should be kept to a minimum unless they are backed up by a credible source. In marketing, hyperbole is used more often while superlatives without sources run the risk of false advertising.
A quick refresh-
Hyperbole: Exaggeration that is unrealistic. āThat was so boring, I almost died.ā
Superlative: The highest degree of something. āThe best coffee in New York.ā
For example, āThis is the best roaster in the world.ā Thereās a difference between a brand claiming this and a customer opining this. As a brand, youāll need to back it up with an actual award given to you. As a customer, totally okay!
Iām bringing this up because Iāve recently observed some marketing to the tune of āThis is the best way to roast coffeeā and āItās impossible to make great coffee at home.ā According to whom? Who determines whatās best or great or whatās possible? Yes, I understand that you do need to establish some authority as a brand but putting in statements that imply that only you know best is alienating to customers. Thereās an exception to this that Iāll discuss later on.
When youāre planning a product or service, you usually establish what problem you solve or the big need you fulfill for a customer. And, how you separate yourself from others. Some people have issues with back pain while sitting at a desk? Create an ergonomic chair. How is it different from others? Itās created with recycled material so itās sustainable. You can say that youāre a sustainable ergonomic chair manufacturer without saying that youāre the only one solving climate change because that just isnāt true (other chairs exist).
The few exceptions I can think of for including hyperbole or superlatives is if itās either clearly stated as an opinion of the brand (āWe think this is the best way to make coffeeā) or if itās a sarcastic/tongue-in-cheek kind of phrasing (āWhen you drink this coffee, youāll be transported to a tropical beach, attended by adorable seal baristas, and guaranteed clear skies for every sunsetā). The second is so outlandish that no one would think itās real and if used sporadically, could catch the attention of a customer.
As consumers, we get advertisements shown to us so often that making sweeping claims or proclaiming yourself to be the only available solution reeks of hype and not authenticity. Be authentic and weird.