When I read marketing copy without contractions, I feel like I’ve wandered into “Pride and Prejudice” and someone’s about to discuss the price of lace.
“We are pleased to announce…” No one talks like that unless there’s a fainting couch nearby.
Just say it like a person. It’s, don’t, you’ll, can’t. Real words for real mouths in the real world (where we’re buying toothpaste on line while watching TV).
Formal isn’t trustworthy, it’s just distant. And distance is an ineffective way to have a conversation with a prospect.
No comments:
Post a Comment