It’s all in the wording

On February 24, 2012, in Copywriting tips, Ellisisms, by John Ellis

I got sucked in by some promotional copy, so I checked out the office furniture on sale this week. Here’s a great little line, hidden in a waterfall of bullet points.

  • Made in Canada
  • Includes one Executive Desk item # 744922, one Hutch for Credenza item # 744924, one Credenza item # 817015, two Pedestal item # 744928, one Bridge item # 744926, one Keyboard Shelf and CPU Platform item # 744931
  • 66-3/4″H x 71-1/8″W x 92-3/8″D
  • Chocolate finish
  • Ready-to-Assemble
  • 10-year manufacturer limited warranty

“Ready to Assemble”? How is this a benefit?

It comes in a million parts and takes a weekend to build. Worse – what unassembled item isn’t ready to assemble, unless it comes without all of the parts?

This is so crappy it’s brilliant. I love it. But I’ll stick with the assembled desk and bar fridge that I have now.

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