Recently I edited a cookbook manuscript for a publisher, where the author used “perfect for every occasion” in one too many headnotes.
I lost it. I struck out the phrase and then went back and struck it out every time it appeared. “Perfect for every occasion” screams 1950s housewife to me. And it doesn’t make sense.
1. Most of the time, readers don’t need ideas for “occasions.” They need food for meals.
Okay, they might need the occasional dish for a potluck, a baby shower, or a new neighbor. Those are specific events. A dish cannot be perfect for every occasion. I guarantee you that the author’s Asian sandwich with cheese (oh yes, I did [Read more…]