When familiar fails

To go along with the contrarian theme popping up here on LM, you may be interested to read a MarkingProfs article about writing good copy called "Copy and Content: Avoiding What's Familiar." The author argues that employing tired and overused phrases undermines the reader's sense the letter's authenticity and also undermines the brand itself! The solution, he suggests, is to write every e-mail in a unique way and to be specific and relevant.

Update: There's more on avoiding the familiar from the Idea Sandbox Blog where Paul discusses avoiding the overused terms "fusion" and "infusion."

Categories: tips_to_try