‘Awesome’ and ‘amazing’ are used so often to express a positive reaction that they are clichés. These words are so generic, they are essentially useless in describing something in detail.

I recently wrote a book to attract the super upscale. It is 270 pages showcasing a resort in Utah, with original photographs, elegant design, poetry by a CEO, and title, text and captions by me.

Let’s talk about this audience. The upscale resent being “sold” to –– much more so than a mainstream audience. They demand special treatment and want it served up everywhere.

So rather than saying an ‘amazing’ view, you might say, The Uintas and Wasatch Mountains reach for the sky, some climbing above 9,000 feet. These anciently sculpted works of nature are laden with dense green forests, craggy cliffs, hiking trails and a sense awe and awakening.

Instead of selling old style with adjectives and superlatives, the writing is descriptive and poetic. It paints pictures to be viewed in the mind’s eye of the reader.

The book reads like a story from a magazine, rather than an advertising promotion of a luxury resort. The choice of words and mental images almost take the reader there.

Where is the sales pitch? What is the call to action? Where is SEO? This audience doesn’t want to be sold and doesn’t want to be told there are no rooms. And they would hardly pay attention to search engine results. Call to action can be subtle. “Visit and create your own description.”