Killing time as I wandered along the street, early, towards one of my new favourite restaurants – Antony Worrall Thompson’s Windsor Grill – my eye was caught by the menu of the China Town Takeaway. (See, I was hungry!)It proudly proclaimed:
We specialise in Cantonese, Pekinese, Szechaun & Thai cuisine.
Now, I don’t know what that says to you, but to me it gives out quite the opposite message to the one they intended. I can’t believe that they can ’specialise’ in so many different cuisines, from locations so distant from each other. And so I end up not believing that they specialise in anything much at all.
And, of course, some proposals are like that: the bidders claim to be so perfect, expert in so many things, that the reader’s credulity is stretched beyond breaking point. Evaluators deduce that your story is all spin and no substance, and pass over your offer for something more believable.