HM Government’s pro-EU leaflet.

ConHome-EU-shirt-Cameron

HM Government – or the members thereof who support staying in the EU – have spent nine million quid of taxpayers’ money on a leaflet designed to convince the populace of the righteousness of their case.

What a great opportunity to hire the most persuasive copywriter, speechwriter or journalistic writer out there and create a piece of communication that leaves you punching the air with a cry of “YES! We will stay in Europe! Break out the croissants and paella forthwith!”

What a great opportunity to commission a brilliant designer to create at-a-glance infographics and eye-catching typography to draw you into the arguments quickly and enjoyably.

But instead, we get a leaflet that is so mind-bogglingly, eye-achingly, jaw-droppingly boring that it simply beggars belief.

And talking of belief…

Instead of a challenging, attention-getting headline on the front cover we get “Why the Government believes that voting to remain in the European Union is the best decision for the UK.”

This is a classic amateur-hour headline that talks about the seller not the buyer.

I don’t care what the Government believes. Tell me why I, the humble citizen, taxpayer and voter, should vote to stay.

Talk about my needs, wants, desires. Talk to me as an individual. A person.

This headline is just like all those pointless TV ads on currently that, instead of giving the viewer a clear benefit, tell them what they, the manufacturer, believe. “At XYZ company, we believe…”

The first headline inside carries on in similar vein: “An important decision for the UK.”

Really? Wow, I didn’t know that! Thanks for telling me! It’s hard to imagine how, as a piece of copywriting, this headline could be any less engaging or interesting.

I genuinely want to know the arguments for and against. I was looking forward to receiving this leaflet. But it’s so dull and uninformative I could barely bring myself to turn the page.

 

 

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