Don't Be A Team
The other day I got a message from "The IDMF Team". They are the people who run the International Direct Marketing Fair.
What is this obsession with initials? Aren't there enough around? And why does everyone think they need to be a team?
If I want to reply to this message, who do I reply to? The team?
Ask yourself, would you prefer to deal with a "team" or talk to one person and maybe build a relationship?
Both advertising (direct marketing) and customer service are about serving individuals better based on their specific wants, needs and characteristics. "Team" doesn't do that. Your clients don't think of themselves as "us", but as individuals. Ones who want to communicate one-on-one with another individual, not a "team".
So in your advertising don't be a team. Write from "me to you".