The new sign in the toilets of fast food restaurant read:
“It is our intent to provide you with the cleanest possible facility. If the room needs attention please notify a Manager.”
I stood in the mirrorless bathroom looking at it for some time wondering how this was supposed to make me feel.
There was no room, no time, no budget and no thought for a mirror, and yet someone had carved out a way to make this sign work. A ‘manager’ with a capital ‘M’.
If you go to the trouble of speaking to your customers, speak their language.
Write like you speak. Speak like you care, not like you are trying to impress.
Give them what they want, not what enables you to put a tick in a box.
If you are selling bananas, sell the bananas and do it like you mean it.