Posts Tagged ‘this is why the world needs copywriters’

Yesterday afternoon, while working very hard and not in the least bit conducting idle displacement activities as a substitute for actually getting words down on the page, Mumsnet circumstances beyond my control required me to click onto the following webpage:

Persun wedding dresses 3

Reasonable site structure, pretty dresses, models who look both beautiful and plus-sized, five minutes looking at potential wedding dresses for fellow Mumsnetters duly frittered, okay.

And then I read the lead-in copy:

Persun wedding dresses 2

“You must have been bothered by failing to get a plus size wedding dress to match with your fat body shape. Persun.co.uk will solve your problem and help you greet the arrival of the wedding. Plus size wedding dress on Persun.co.uk, you will never be regretful to get one. Welcome to our online store!”

That’s a direct transcription, by the way.

I don’t know an awful lot about selling wedding dresses, but I’m pretty sure the phrase “your fat body shape” doesn’t usually play a central role.

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