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When I grabbed my Tom’s of Maine antiperspirant out of my medicine cabinet this morning, I noticed two words on it for the first time, “Clinically proven.” I’ve probably seen them every morning and normally I wouldn’t even notice them, but here’s what I realized this morning… those words have been so overused, they’ve lost all meaning. They are wallpaper copywriting.

When I grabbed my Tom’s of Maine antiperspirant out of my medicine cabinet this morning, I noticed two words on it for the first time, “Clinically proven.” I’ve probably seen them every morning and normally I wouldn’t even notice them, but here’s what I realized this morning… those words have been so overused, they’ve lost all meaning. They are wallpaper copywriting.

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