Cut down on the overblown prose and half truths. Give us succinct and relevant facts about the product.
Don't tell us how many people our age are impressed, we prefer to make up our own minds.
Don't use celebrities who probably wouldn't be seen dead using the product if they weren't being richly rewarded.
Sue Pollard is often seen in Waitrose but are there any sightings of certain slebs in Iceland or Farm Foods?
I use Iceland because the staff are courteous and cheerful, it's convenient, sells many groceries I use, and delivers free, not because a bemused-looking Hoff endorses it! If I drank beer the writhing denim man and his greasy looking hair in the snow would but me off the one he recommends!
Know it alls - annoying
Generalisation - Widows
Ridiculous - NHS