…avoid festive folly in your headline, tra la la la, tra la la la Do you ever read something that stops you dead in your tracks? It can be something so good you wish you’d written it yourself. Or so bad you’re glad you didn’t. It happened to me last week when Boots,…
The value of a human voice at the end of the line
And why you must replicate it in your writing This is a true story about a close call, mismatch and a quest for human comfort. Last Friday afternoon I ordered a new armchair from Dunelm. As the chair cost £550 I didn’t want to make a mistake so I spent ages taking measurements…
How to make your words leave a lasting impression
When a single email can make it hard for your customers to say goodbye How often does this happen to you? You’re at the end of a contract and the price goes up. So, to avoid being fleeced, you have to shop around to find a better deal. I’ve had to do this (again) recently…
When Sainsbury’s spoke to me like a human being
How more human language can change minds Please wait a moment. Sainsbury’s (yes, the supermarket) said this to me and it had a big effect. Years ago, I had a bit of a to do with Sainsbury’s. It was over a rude delivery driver who, to be fair, was just trying to do his job.…
When John Lewis couldn’t be bothered to write a decent subject line
If you want to sell via email, whoever you’re selling to and whether or not they’ve bought from you in the past, the first thing you should do is make the effort to write a compelling subject line. John Lewis shocked me today. Yes, the darling of the British middle classes sent something to…
How the right words are bringing love back to British Gas
British Gas has had its fair share of criticism over the years. Time was when I was right at the front of the queue, with plenty to complain about. I’ve experienced how painfully slow they could be to get anything done. I’ve been on the receiving end of what was their dreadful customer service. And…
Epson v Currys. Who’s more human?
Last week I had a bit of an email purge and unsubscribed from some mailing lists. Most of the automated responses were pretty standard and unremarkable. But two stood out. For different reasons. One was stiff, irrelevant and annoying. The other was warm and actually made me feel a little twinge of guilt for…