Comparative deletions occur when a comparison is made without specifying what it’s being compared to. These vague comparisons create a sense of judgment or improvement, but the actual standard remains unclear.

Accepting such comparisons without questioning them can lead to confusion and self-doubt. Many issues related to self-esteem arise from vague notions that someone is better or more successful, without a clear benchmark. Asking “Better at what, specifically?” can help uncover the missing standard and provide a clearer perspective.

Common Comparative Terms

Words that signal comparative deletions include:

• Better, best, improved, stronger, faster, bigger, smaller, superior, enhanced, more, less, very, healthier, brighter, louder, smarter.

Marketers frequently use these terms, often pairing them with percentages to create the illusion of credibility. However, these comparisons can be misleading if the reference point is not explicitly stated. (Did you notice the deletion there—more credible than what?)

Examples of Vague Comparisons

1. “Get a 20% better wash with the new and improved Gunge-Off.”
   • Better than what?
     • The previous version of Gunge-Off?
     • Washing with plain water?
     • Not washing at all?
     • The leading competitor?
2. “The burgers are bigger at The Grease Trap.”
   • Bigger than what?
     • The burgers at another restaurant?
     • A standard burger?
     • A cockroach out back?
     • Our previous version that had less filling?
3. “Buy our double-strength glue!”
   • Double the strength of what?
     • Regular paper glue?
     • Egg whites?
     • Industrial welding adhesive?
     • The last formula that failed?
4. “It’s better not to say anything.”
   • Better than what?
     • Admitting you broke something?
     • Telling someone they don’t look good in an outfit?
     • Saying nothing at all?
5. “He is smarter.”
   • Smarter than who?
     • The average person?
     • His colleagues?
     • A fifth grader?
     • Einstein in music theory?

How to Clarify Comparative Deletions

To make sense of vague comparisons, ask specific questions:

• Better than what, specifically?
• Bigger than what, specifically?
• Double the strength of what, specifically?
• Smarter than who or what, specifically?
• Smarter in what area, specifically?

By challenging these ambiguous comparisons, we can avoid misleading assumptions and make more informed decisions.