The Devil is in the Detail......

I saw a good sign yesterday outside a shop. It read 'Nearly Organic Rhubarb', which had me quite confused. It was almost as good as one I saw some time ago which said 'Crocuses - Last Week!'
It is so easy to get it wrong, to make signs confusing - and at worst misleading. We spend a lot of time trying to get the text on our website right and it bothers us if anyone misreads it. It makes us spend a lot of time checking the wording and saying to ourselves "O.K, what's it not saying that it should"? or "What's it saying that could be misinterpreted?"
Try these:-
95th Rifleman officers Dolman, rifle green cloth, black worsted braid, and silver metal buttons, made in your size, and using the standard frogging, lined with black cotton.
Seems to be O.K? We see a lot like this and for the price, they can be fairly good. What's it not saying? Well I don't see any interlining, which may cause the weight of the buttons/braid to drag down. How much braid? Is it wool? What's 'standard frogging' anyway? How many buttons? Are they Ball, Half ball or flat? Where are the velvet collar and cuffs? Any Austrian knots? We call this sort of thing 'Weasel words' - because if you ask for it made properly, the price suddenly doubles!
Here's an alternative;-
Made from the finest grade, Rifle Green, melton wool, it is interlined internally to support the extravagant amount of wool worsted russia braid and 80 silver plated, ball buttons. The collar and cuffs are of black velvet. Braided round shoulders. Bespoke made. Austrian knots to side back. Braided all round hem, cuffs and front of collar. Lined in good quality linen. Buttons embedded into main cloth.
This actually goes too far the other way. If someone is very short, or young, the chances are that 80 buttons won't be used as the braiding would be too close together. But which one would you read? Which one would you want? In the past, I have ordered things that were what I wanted them to be - not what was on offer. The Devil is in the detail. What I can say is that here you get what you ask for. We go the extra mile, (that's 1.609343994 kilometres), to get it right!

BTW. The above is just an example. The only misreading we've had lately, was on shoe buckles!