Why irony never works in marketing communication

A 312-word fund raising letter from Framingham State College used the word “blah” 137 times.

“Today, the fact of the matter is that deserving students need help to finance their education. Blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,” one section said.

The letter was an attempt to connect with young alumni who Christopher Hendry, vice president of college advancement, said are “the toughest group to engage.”

Could that be because they have the least money?

Next time try “yada, yada.” It’s got a better track record.

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