November 2011
Posts published in November 2011
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Words to Grow By
7. Friendly There’s nothing wrong with being friendly to your customers. Quite the contrary. It shows that you enjoy your work, that you take an interest in something other than the bottom line and, perhaps most importantly, that you’re approachable – without grudge – for service after the sale. But here’s the thing. Unless you’re ...
Words to Grow By
6. Virtually “Virtually” is to advertising what the asp was to Cleopatra. Deadly. Insidious. And entirely unwelcome. Just to be clear, “virtually” means “almost” or “practically.” But that’s not how advertisers use it. They use the word to imply “totally,” or the next best thing to “totally” while trying to get you to remove words ...
Words to Grow By
5. Integrity Old-fashioned virtues, like integrity, have been so diluted over time that we’ve been forced to lower our expectations…either that, or we’ve been so dumbied down we barely even notice. Until, that is, some crafty advertiser reminds of just how much integrity they possess as either a primary or secondary reason to do business ...
Words to Grow By
4. Dedicated It’s good to know, in a world of advertising sameness, that some companies are more “dedicated” to my well-being or satisfaction than others. I know that because they keep telling me so. “We’re dedicated to your 100% satisfaction.” Good thing you threw in the “100%” part; otherwise, I might have doubted your sincerity. ...
