I’m catching up on reading, and never get ahead. The February 2010 issue of Website Magazine is now a mass of tear sheets with more blog fodder than I know what to do with.
The article, “Reliability in Hosting,” featured Chicago Web hosting provider Singlehop as “most reliable hosting company” for October 2009 by NetCraft’s monthly hosting rankings.
Here’s the quote from the SingleHop vice president of sales and marketing, “Being named as the most reliable Web hosting company by a trusted source like Netcraft confirms Singlehop’s tireless commitment to providing our customers with the best service possible,” said the man. “We finished an extensive upgrade of our network earlier this year with all-new Cisco switches, routers, and systems. That consistent investment in our services, along with our exceptionally dedicated employees, is what enables us to achieve this kind of 100 percent uptime reliability.”
Whew. What a mouth full of peanut butter and banana.
Gog messaging, Singlehop?
That quote was exactly half the story. Unfortunately, that quote came directly from a badly written press release that didn’t do Singlehop any favors. (Well, and it was published by Website Magazine, too. Sheesh.)
Do yourself a favor. Write messaging that tells audiences why they should care. Website Magazine offers a golden opportunity to sell to a specialty professional audience who need hosting services. Its readership is your next customer, Singlehop.
Singlehop wasted precious wordscape saying the same thing every other company does “tireless commitment to providing our customers with the best service possible.”
But, the second half of the quote has promise.
It speaks to an extensive upgrade, with all new brand-name switches, routers, and systems, employees who love their work, and a hosting service that NEVER breaks down. (Hmm, sounds pretty expensive.)
Mind if I do a little rewrite with a more powerful resonation?
“The recognition by Netcraft is well deserved throughout Singlehop and reflects the dedicated teams who put our customers first with the promise of 100 percent uptime we maintain as our benchmark,” said Singlehop.
That shows pride in the product and the people without saying “We’re excited and honored to receive this award…” Everyone says that, too; yawn.
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