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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