I recently moved house and as such had to sign up with a new energy supplier. The one that was best suited to me was a new supplier I had never heard of.
Now the first piece of marketing I see from them is the letter that arrives in the mail a few days later. The envelope has in big letters:
We're excited about gas and electricity.
Even if you're not.
This is kind of a weird statement, I believe, when you are introducing yourself to a new customer. OK, great, they're passionate about what they do. I'll give them credit for that. But why mention anything about whether I am excited or not. That's not important. Are they belittling me?
Again, I think I can see what they are getting at. They know that I might not be excited but they are not saying that's OK. It is irrelevant and something they shouldn't say to a new customer who has never used your services before.
I don't know if they bothered testing this before they started using the line. Did they test it on new customers as well as existing customers? I would guess that this envelope is just their standard envelope and that the company doesn't have a different one for sending info to new customers. But I think something a little more 'warm and fuzzy' might be appropriate.
They are showing passion but it isn't quite working.