Sotheby’s International Realty recently ran this ad. And though I have little interest in the subject, I read it all the way through. (Still not sure why.)
All was good till I got to this sentence (emphasis added): “We understand unlike any other that a home is an investment in your future – a statement about how you and your family want to live and where you will create countless lasting memories.”
My initial interpretation was that the “unlike any other” was referring to other realty firms. Which seemed an unprovable, superlative claim. So I read it again, and realized that what they were actually attempting to say with the “unlike any other” was to refer to the unique position that a home plays as an investment.
Which, to me, meant that they should have written it this way: “We understand that – unlike any other investment in your future – a home is a statement about how you and your family want to live and where you will create countless lasting memories.”
A small difference, but a meaningful one. So maybe the lesson is that after you spell check and grammar check, it may make sense to read it one more time, as a clarity check to make sure you are saying what you want to be saying.
Got the idea?