False Logic

I am reading Robert W. Bly's book, The Copywriter's Handbook, to learn the art of copywriting--writing advertisement copy.  Bly has written an informative and eye-opening book, which many people in the advertising business consider to be the copywriter's Bible.  I am currently reading the chapter in which Bly discusses the concept of false logic.

Falso logic is not exactly false advertising.  False logic is a true statement that misleads the customer and plays upon the customer's desires.  For instance, take this passage from a freelance writing company.  They pay so poorly that they could be considered a content mill, except that they have sane turn-around times.

As you develop your skills and portfolio, your rate may increase - many experienced freelance writers receive in excess of $100 per article.

It is absolutely true that your rates 'may' increase.  And they may not.  It is also true that many freelance writers earn more than $100 per article.  But whether this particular company will ever pay that amount to a writer is anybody's guess.  The company never asserts that they will pay their writers that amount, just that others have.

I see false logic used a lot in the ads I read on the web.  It is implied when the fine print says, "Your results may vary."  So be careful of it.  Read advertisements critically, and keep an eye out for verbal sleight-of-hand.