Jul
15
How are you today?
This landed in my email inbox this morning. It's an extract from a recruitment advert published on Caterer.com.
"We are looking to recruit a general manager to drive our country house hotel."
I've been an hotel general manager. I've run hotels, managed hotels, worked in hotels, sold hotels and wrung the necks of hotels to try to get some bottom line profit out of them... I've never driven an hotel. Do you need an HGV licence for that? Or will a liquor licence do?
The advert copy then goes on to talk about Liesure, before telling you what the owners of the property expect a manager to do. This includes "maintaining our high standards". Whoever gets this job won't have much of a problem keeping up with the standard of copywriting at this hotel.
Of course, they're not alone. I came across an hotel website last week which is a candidate for this months' "Worst Website Copy" award. It's not so much "copy" as a random selection of words, jumbled up and thrown from a distance onto a series of web pages. It makes no sense whatsoever.
Why put your prospects and customers through this?
Please, read what you write. Before somebody else does.
At the end of the month I'll name names...
This landed in my email inbox this morning. It's an extract from a recruitment advert published on Caterer.com.
"We are looking to recruit a general manager to drive our country house hotel."
I've been an hotel general manager. I've run hotels, managed hotels, worked in hotels, sold hotels and wrung the necks of hotels to try to get some bottom line profit out of them... I've never driven an hotel. Do you need an HGV licence for that? Or will a liquor licence do?
The advert copy then goes on to talk about Liesure, before telling you what the owners of the property expect a manager to do. This includes "maintaining our high standards". Whoever gets this job won't have much of a problem keeping up with the standard of copywriting at this hotel.
Of course, they're not alone. I came across an hotel website last week which is a candidate for this months' "Worst Website Copy" award. It's not so much "copy" as a random selection of words, jumbled up and thrown from a distance onto a series of web pages. It makes no sense whatsoever.
Why put your prospects and customers through this?
Please, read what you write. Before somebody else does.
At the end of the month I'll name names...
