Your Secret Sauce …

Soon after my Monday posts have been broadcast the “out of office” replies come trickling in.

They’re brief and business like and completely devoid of any personality, but they’ve been designed to do a job and they do it well.

But last week one stood out like a beacon in a sea of grey.

It was from a lovely lady called Ann and she’s allowed me to share her message with you.


I have escaped CVS HQ this week….as my parents are here for a visit.

I will be checking my emails & answering my mobile if you need me… but I do want to spend some quality time with them.

I thought it would be nice cups of tea & endless chatting…but as they both forgot to bring new hearing aid batteries … I am shouting at them all the time … HEY HO …!

Will be in the office most mornings for a bit…while I avoid Homes under the Hammer….at volume 72…!

Good stuff


You don’t need to be Sherlock to realise that this is no normal Out of Office message.

Not only is it saying that I’m not in, but it speaks volumes about the personality of the business.

First off, it’s highly memorable but it also puts you at ease and you know that Ann will be back in touch as soon as she returns from buying some more hearing aid batteries.

So, what’s my point?

At a guess, I reckon that 9 out of every 10 people coming to discuss print projects with us concentrate on the physical characteristics of the job. The paper thickness and whether it’s glossy or plain and is it laminated?

Don’t get me wrong, this is all important stuff but if you make something like a Business Card or Brochure look really beautiful and the content is poor – where does it go?

Yup, straight into the round filing cabinet on the floor under your desk.

The words you use are your secret sauce.

It can be hard work but if you want your products or services to fly off the shelves you’ve got to engage with the heart.

Time spent on your promotional material copy is some of the most valuable you’ll ever devote to your working day.

Name, rank and serial number copy won’t even get past the door.

Food for thought this week perhaps.

I’m here for a chat if you want to bounce around a few ideas over the phone or … arrange a Zoom call.

Stay safe.


Fineline Print & Web. The Eagles, 32 Clwyd Street, RUTHIN, Denbighshire LL15 1HW

T: 01824 70 8800 E: W: