The 40 tells · Words · No. 23
Why "tailored and curated" makes writing sound machine-made
Flagged "Tailored and curated"
"Tailored solutions", "curated selection", "passionate team". These words promise personal attention and care, but because they are on every page, they read as a template.
"Passionate" is the clearest case. Every business is passionate, according to its own website. Show the work instead.
Before
Our passionate team offers tailored, curated experiences for every client.
After
You get one planner from the first call to the last day, and the plan is built from a 40-minute call about what you want.
The fix
Swap it for the concrete thing. What does it do, in words a buyer can check?
Write this instead
- how it's personalised
- who picks and how
- what the team has done
What the checker matches
Any of these, in any case:
- tailored
- curated
- bespoke
- passionate
- passion