So, I was just watching a Spiriva commercial, which is an inhalation-type of medication for COPD. The earnest-looking actor in the commercial told us, "COPD doesn't just make breathing harder, it makes a lot of other things harder too."
Um, yeah. Because, you know, BREATHING is important to most things. In fact, I can't think of anything that breathing isn't an integral part of. Except, well, dying.
So, yeah, commercial fail. I'm not going to post it because the rest of the commercial is incredibly boring.
But the whole thing made me think. When we're trying to craft the perfect sentence, the perfect pitch (the perfect query letter) how easy is it to make some claim that is a well, duh moment. After all, if you've got COPD you KNOW how difficult normal tasks are with it. The commercial didn't have to spell it out. So who were they talking to?
Audience. Its important. Don't forget who you're talking to.