I registered as a member at the Home Depot website. Which means that I get their emails. Which means I am a target of their marketing.
So they sent me this email:
And I doubt that it was “handpicked”.
My guess it was an algorithm that determined which items they would like to sell, and then they sent me and everyone else in my area those items.
They were not picked especially for me. Nor were they picked by hand. The items were picked by computer for a group of people.
I don’t know why it bothers me that they say that. I ignore those emails anyway. The only emails that get my attention are the 10% or 15% off for this week emails. I add things to my Home Depot shopping list and wait for the coupon. Then I go buy them when they are discounted via the coupon. Emails with random (to me) items that you want to sell are not going to catch my attention.
After mulling it over for a few minutes now, I think I do know why it bothers me – they are misusing the word “handpicked”. It has a specific definition, which they are ignoring to further their marketing purposes. It’s like the boy who cried wolf. But now it’s the marketer who cried handpicked. By the time someone who actually handpicks things tries to use it, it will be meaningless to the public and they won’t care about handpicked anymore.
So, please, use “handpicked” correctly. Save it for when it is true.
And don’t get me started on mass email that contain the phrase “personally invite” or “personal invitation”.
Pick up your bundle from the ground, You who dwell under siege!
This little article thingy was written by Some Guy sometime around 6:23 am and has been carefully placed in the Marketing category.