Nov/08

Here you can…

Comments off · Posted by Lewis Wright in Marketing How-To

One of my biggest pet peeves is when I read something that starts with “Here you can…”. For example, if I went to an online retailer and wanted to buy a toaster oven the product description might start off with “Here you can purchase a brand new WizBang Toaster Oven for only $39.95″. What a waste of space! The line should read “Purchase a brand new WizBang Toaster Oven for only $39.95″. Is there a difference to the consumer?

What’s happening is that a copywriter is sitting down and thinking about how to write the headline or description from their point of view, forgetting who the copy is intended for. The only time you should be directional is if you want the consumer to go somewhere else. “Go to www.wizbangtoaster.com to purchas a brand new WizBang Toaster Oven for only $39.95″. Come on copywriters, get your act together!

Almost as bad are buttons and links that say “Click here”. Seriously, what did you think I was going to do with that annoyingly-glassy pill-shaped button with an arrow on it? Maybe I should be doing something else instead of clicking, like waving my hands around in a wax-on, wax-off motion?

It’s not assuming that consumers have a certain knowledge, because I’m well aware that there are lots of people out who don’t have much common sense (myself included sometimes), rather it’s writing with the consumer in mind and not the Brief.

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