Thursday, March 29, 2012

Copy Fail: Next

Generally speaking, it’s not a good idea to use more words describing a product’s drawbacks rather than its positives.

The fact that the writer makes little effort to sell a £10 product is bad enough, but the fact that more text is dedicated to the problems of returning the product automatically produces the implication that the customer is likely to be unhappy with the purchase, and will probably want to return it.

It’s a bit like that warning they read to you very quickly at the end of adverts for loans or mortgages. But now imagine that message was longer than the actual advert.

Seriously, at least put the warning in small writing, somewhere away from the main message. Otherwise, as in the case, the product looks problematic and more trouble than it’s worth.