Thanks to Ad Aged for this list of the most frequently used words in press releases.

Leading
Best
Solution
Great
Leading provider
Award winning
Largest
Unique
Innovative
Innovation
Extensive
Exclusive
Dynamic
Real-time
Easy to use
Fastest
Premier
Innovator
Top

I literally began feeling sleepy by item number four.

Only one thing attracted my attention – the absence of “new”.

My question is, whether this vapid positivity and hyperbolic grandiosity actually works. Does it move a press release to the top of the pile on a journalist’s desk?