My attitude toward language tends to set me up for disappointment. I take people — marketers included — at their word.
Recently, an email hit my inbox headed “New Kobo releases, just for you.” Inside it said, “Picked just for you. We think you’ll love these reads.”
As I looked through the new selections from Kobo, where I’ve been a member on and off for years, I thought, “What? These books have no resemblance whatsoever to anything I’ve ever bought from them.”
I have a particular understanding of English. To me, their message “picked just for you” has a certain meaning. It says, “We’re telling you about these items because they’re the sort of thing we know you like.”
When I receive a similar message from Netflix, their recommendations do actually compliment my past selections.
Kobo could have headlined their email “New and Recommended.” I would have had a look, without the letdown.
Don’t be lazy and overbearing in your choice of words. A truthful, non-exaggerated message can also prompt the response you want. And do it with more integrity.
A poor choice of words might be the reason your target market doesn’t appreciate and buy your product or service.
Someone with nothing to say, writing for someone with nothing to do.