Orangeville, ON (James Doan) My attitude toward language sets me up for disappointment. I take people – marketers included – at their word.

Recently an email hit my inbox headed “New Kobo releases, just for you.” Inside it said, “Picked just for you. We think you’ll love these reads.”

As I looked through the new selections from Kobo, I’ve been a member on and off for years, I thought, “What? These books have no resemblance to anything I’ve ever bought from them.”

I have a particular understanding of English. To me, their message “picked just for you” has a certain meaning. It says, “We’re telling you about these items because they’re the sort of thing we know you like.”

When I receive a similar message from Netflix, their recommendations compliment my past selections.

Kobo could have headlined their email “New and Recommended.” I would have had a look without the letdown.

Don’t be lazy and overbearing in your choice of words. A truthful, non-exaggerated message can also prompt the response you want. And do it with more integrity.

A poor choice of words might be the reason why your target market doesn’t appreciate and buy your product or service.