on PR Daily site:
For good writing, less is often more.
Disposable comments and trivial remarks make reading more difficult for your audience and muddy the meaning of your message—and your job is to make less work for the reader, not more.
If the meaning is clear without the word or phrase, ditch it. Also, labelling something as “amazing,” “awesome” or “great” often triggers the reader to think that it is anything but.