Less of the hype

Apparently, I'm awesome.
No - really.  I must be.
Well, at least that's what some clever marketing whizzo thinks.

I've rarely felt so insulted.

I'd signed up for a trial version of a Keyword Search Tool, only to be greeted with an email beginning 'Hi. You're awesome.'

Am I the only one to find this kind of lingo a toe-curling turn-off?
I suspect not.

The lesson is, of course, is this. Keep the hype out of your website copywriting. If you want to engage with a new client - be straightforward. Be genuine. Be authentic.

How about - 'Hi. We're so pleased you've chosen a trial version of our ...'?

As for greeting me by telling me I’m awesome. Hmmmmm … I'd have been far more impressed if this morning's email had opened with the truth -
'Hi! You're a middle-aged, insecure, neurotic, workaholic, crusty old curmudgeon.'

I'd have signed up for life.


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Jun 22, 2020
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