If I read “This is a no-fluff report…” one more time…

… I am going to go for an immediate refund.

You’ve probably bought your share of IM-related ebooks, so chances are you’ve read the above statement, or something to this effect, in one or more of them. Don’t the authors who use this statement realize how stupid they sound?

They tell you that the report contains no fluff and is “all meat”, and then they go on and ramble about why they (supposedly) didn’t add fluff to the product. Why you’re getting the “best bang for your buck” and why their stupid little pamphlet is only 14 pages long.

I’m going to make this easy for all you wannabe ebook and report authors:

Fluff is when you write something that does not add value to your product.

Does the above statement add value to your ebook?

No.

So the statement is fluff in and of itself. It’s like someone screaming in your face: “I’M NOT SCREAMING!!!”

No respectable author should have to tell readers how great their report is. Just get to the meat and don’t tell people that it is the meat. If they’re intelligent enough to understand your material, they’ll notice the meat when they get to it.