We apologize for any inconvenience caused

Has any business phrase ever reached such an appalling level of sigh-inducing tepidness as the standard wording for "there was a problem and we're sorry."

Such is its banality and ubiquity that it potentially communicates the opposite. When I read "We apologize for any inconvenience caused," what I understand is...

"We're not sorry. And we don't care about your problem or what we did. Because if we really did care, we'd bother to say something meaningful rather than fob you off with this inane attempt to convince you of our apparent regret."

Customer service emails and apology emails that follow campaign screw-ups are full of this phrase.

When did we forget that we're talking to people? Fight the gentle pull of tired stock phrases that have lost any positive emotional impact.

Creative email design and copy does not just mean fancy graphics and genius ideas. it means flipping an awareness switch in our brains that spots the stock phrases and says "can we write this in a more real and engaging way?"

If you know of any good examples, let me know!

Tags: email copywriting, apology emails

Permalink | January 09, 2008 | 0 comment(s)
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