Copywriting for Social Media, Websites, and Business – Part Five
Empty Expressions
On your website, it’s very important not to include empty expressions that mean nothing. Here are a few examples of the meaningless phrases seen all too often online.
‘A reputation for quality.’
This makes me curious as to where this reputation of yours originates from and what you did to earn it.
‘We stand behind our product and/or service.’
I know what this is supposed to mean, but it always makes me think that the person is standing behind the counter and refusing to come out and serve me or answer my questions.
‘We will beat any other offer.’
Really? You’ll beat any deal that I’ve been offered, no matter how ridiculous it appears, or how low the price is? This is one promise that any company has difficulty keeping.
‘We pride ourselves on our attention to detail’.
This might mean that they’ll check over the small print in any contract you sign with them, but it remains unclear as to how they might deal with other aspects of the transaction.
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