I’m in the business of writing succinct, punchy copy for my clients. It needs to engage their audiences and persuade them to buy a product or service. But neither my pithy, persuasive copy nor their eye catching designs count for anything if my clients can’t back up their claims.
Yet all too often we are lured in by smart advertising and clever words, only to find out that the service doesn’t live up to our expectations. And if my experience this week is anything to go by, I’d suggest banks are the worst offenders.