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I’m very interested in copywriting and coming up with creative copy, especially when it comes to marketing and mailing lists etc… Because of this interest I am subscribed to a number of lists so I can watch trends in copy and see who’s being creative. You never know when a technique will spark the creativity in you and give you a great idea.

Anyhow, what prompted me to write this post tonight was an email that landed in my inbox that I felt was delivered completely inappropriately. The subject of the email read

“Jason Katzenback in the hospital…”

and immediately when you read that someone is in the hospital you think about what might have happened, how are his little girls handling it, is there anything you can do for his family, where can I send a card, etc…. at least that’s what you think if you’re a normal average person with functioning emotions.

And I know most of you reading here are caring people, because I received an outpouring of support and well wishes when my husband was rushed to the hospital in November, throughout the holidays, and again recently when he was having surgery this month.

What would you think you’d find in an email with a subject line such as this? Would you take kindly to being pitched to when you opened it? I know I certainly didn’t. The only thing I could think to do was unsubcribe from the list immediately because I was just disgusted. Literally ill to my stomach. What a ridiculously thoughtless way to pitch to me about your upcoming contest.

Yes, you read that right. It’s not even a current contest or something that can be visited yet… it’s a coming up we’ll be in touch again soon. I hate to see what the follow up email subject will be when it’s all live and ready to be visited. Perhaps they’ll tell you “Jason Katzenback has passed away please open…” and then open it up to find out “oh yeah we’re just kidding please enter our contest and buy our stuff.”

There are plenty of other ways to get people’s attention without pretending something tragic has happened. Don’t fake being in the hospital, don’t fake someone else being in the hospital. Friends, if you’re trying to engage your audience, please do so tastefully!