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Do you use ‘bespoke’ in your web copy?…

Updated: Mar 10, 2020

I’m not at all keen on the word bespoke. It’s completely overused and mostly…out of context.

  1. ‘We use an array of bespoke tools to capture your audience online’

  2. ‘Plan your bespoke wedding day with us and make it a day to remember’

  3. “Your bespoke offers provide discounts from some of the biggest brands.”

I’m not a great fan of word fashion either, but there’s no getting a way from a ‘buzz word’ unfortunately.  But, for the sake of humanity, may I suggest if you are using ‘bespoke’ in your web content, you should ask yourself the following questions:

  1. Are my tools really ‘hand made’ and ‘customised’ to capture audiences online? Because unless you have developed something Google hasn’t, I very much doubt it.

  2. Will the wedding be that different to most, when hiring a big white dress and a manor house in the country? Ahem.

  3. Will the offers I deliver be custom made for each individual using my site? Or will most people get the same offers delivered?

If you answered ‘No’ to those questions, I would suggest using a different approach altogether.

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