Wednesday, June 09, 2010

It's The Wrong Tone

Before I was workforce reduced from my last gig at an under-the-radar marketing firm here in O-town, I wrote the agency some new web copy. (The client runs the show, and he was an incompetent tool, and he apparently didn't appreciate me thinking so out loud. Plus he made it clear he wanted his writer on-site in Miami, which meant sitting at his feet for 10 hours a day taking notes as he uttered profundities from his spittle-spattered, fat mouth.) Anyway, the copy the owner had on the site began: "Welcome! Let's face it, the difference between a good company and a great one is the quality of the people." Other gems included: "We approach everything we do with strong determination, intense passion and continual focus on meeting the objectives of our clients." Golden, I'm sure you'll agree. It's what everyone says and it's why I hate most small to medium agency sites. (For more on this, see here.)

That new copy has still not appeared, along with the new design someone spent a long time on. The agency is apparently having problems with their web design firm in Rochester. Yes, a small Orlando marketing firm went to Rochester to get a website. This was after an extensive, nationwide search that included a trip to New York City. You know how it is, the small shop owner wants to play big-shot, so they "tour the facility" of a potential vendor, make them feed them lunch and then get in a round of golf. Nevermind that sitting in the office of the agency were at least four people with the skills to build the small site required.

Two months ago I heard that the new site is "Going live this week!" It still hasn't. And this agency, like way too many others, faces the potential client with silly cliches and sound-alike copy that they think sets them apart from everyone else.

And honestly, the only reason I even wrote this was so that I could embed this clip from the Academy Award Winning film* Joe Dirt.



* No, it really didn't, but it should've SWEPT!

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