In plain language writing, we talk a lot about the obvious culprits: long sentences, passive voice, jargon. But sometimes the words that hurt your clarity most are the ones that look harmless - like ‘many’ and ‘most’.
These vague quantifiers are everywhere. In help articles, marketing copy, product descriptions, public service announcements, and more. They seem innocuous. In fact, they often feel helpful. Reassuring, inclusive, safe.
But without clear context or supporting data, these words can seriously undermine the effectiveness of your writing. They cause readers to guess. They introduce fuzziness where clarity should be. And when used poorly, they damage trust in your content — and by extension, your brand.
These words can be useful, but when they’re not, it’s invaluable to know how to replace them with language that informs instead of obscures.
What is the difference between ‘many’ and ‘most’?
‘Many’ and ‘most’ are both quantifiers, but they aren’t interchangeable.
- Many means a large number, but not necessarily a majority.
- Most means more than 50% - it’s a statistical majority.
That might seem like splitting hairs, but in communication that aims to be plain, accurate, and audience-centred, precision matters. If you say “most users receive a response within 24 hours,” and only 45% actually do, your content is not only unclear, but also misleading.
In industries like finance, healthcare, or public services, that kind of imprecision can even lead to complaints, breaches of guidelines, or legal challenges. Beyond legal concerns, it can harm the rapport you are trying to build with your reader.
Even well-intentioned vague language can harm reader trust
Let’s say you’re writing copy for a government form portal. You write: “Most users complete the form in under 10 minutes.” In reality, internal UX testing shows only 58% of users do so, and only with assistance. That might still meet the technical definition of “most,” but for the 42% who struggle, it reads as disingenuous.
Worse, in an accessibility context, this line implies that if you're not finishing the form quickly, you’re the problem. That erodes trust, especially for neurodivergent or disabled users, and creates barriers to access.
This can also be flipped to a product context. An e-commerce page reads: “Most customers notice a difference in just one week.” Unless you have survey data or return logs to back this up, it’s more of a sales tactic than an honest claim.
Savvy users can tell. They might not immediately distrust your whole site, but it plants a seed of doubt. That seed will grow the moment they don’t get results on day seven.
Real-world readability: industry examples
Simple fixes can support your readability efforts and further build trust with your audience:
Health and wellness
“Many users report better sleep after two weeks.” This avoids liability while still pointing to a trend. Saying “most” without medical data would risk regulatory action or trust loss.
Software UX
“Most users finish setup in under five minutes.” If true, great. If not, and especially if there’s a dropout issue, this line could create frustration or cause users to abandon the product when they hit friction.
Government copywriting
“Many applicants qualify on their first try.” This is safer than “most,” which could be read as a guarantee. If someone is rejected, they won’t feel misled — just unlucky.
Readability and plain language is saying what you mean
The core goal of plain language is to make communication easier to understand and act on. That doesn’t just mean simplifying vocabulary. It also means reducing cognitive load - the mental effort required to process a message.
Vague quantifiers force the reader to do extra work. They must interpret:
- How many is “many”?
- Does “most” mean 70%, or 99%?
- Am I the exception?
This uncertainty slows comprehension, introduces self-doubt, and shifts responsibility onto the reader — exactly what plain language aims to avoid.
If you want your writing to be both clear and usable, don’t ask readers to fill in the blanks.
Alternatives to ‘many’ and ‘most’ in content writing
Instead of vague terms, use specifics whenever you can. Here’s how you can rewrite to keep your writing accurate and trustworthy.
Instead of: “Most users...” Use:
- “Over 60% of users…” (if you have data)
- “The majority of users in testing…” (if documented)
- “We found that many users…” (with an explanation of method)
Instead of: “Many people find…” Use:
- “Some users report…” (safe and non-committal)
- “A number of customers have told us…” (adds a human voice)
- “In feedback surveys, users said…” (adds authority)
Instead of: “Most orders arrive within 2 days” Use:
- “80% of orders arrive within 2 days - and 95% within 3”
- “Orders usually arrive within 2–3 working days” (honest range)
- “We aim to deliver in 2 days, though some may take longer” (manages expectation)
You don’t always need numbers. You need clarity and transparency. These are key plain language principles.
Using ‘many’ and ‘most’ isn’t inherently wrong. But in content that’s meant to inform, persuade, or support, especially in sectors where clarity is critical, you need to be precise.
- If you have the data, use it
- If you don’t, say what you do know
- If you're unsure, default to cautious honesty
The clearest copy is short, snappy and accurate. And in an age of information overload, your audience can spot the difference. Never underestimate them.
