I was walking into my office the other day and I noticed this sign on the restaurant door downstairs. They have a second level and the first was closed "to serve you better". I thought to myself "how does this serve me better?"
How often do we see marketing copy, or any copy for that matter, that is riddled with meaningless words?
At a time when attention is extremely hard to come by, why do we insist on wasting our audience's time with fluff?
Additional examples I see often include:
- "We're sorry but..." -anything after the "but" is meaningless
- "To serve you better..." -why not just serve me better in the first place?
- "______ leading" or "best-in-class" -doesn't mean much when you say this about yourself.
- "revolutionary" -please
Anything I'm missing?