Good intention; not-quite-there execution

“Wouldn’t it be great for our customers to know more about our staff as real people?” said the boss of a funeral parlour.

“Yes!” said everyone else. They began collecting stories. They spent weeks extracting and fine-tuning the most interesting line or two about each person.

And somewhere in that process, they forgot that readers have not been privy to their discussions and thus have no context to appropriately parse the resulting ads.

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