Once a guy received an advertising letter that caused him to eliminate that company from his considered list. It began with "We respect your intelligence" and continued with similar flattery. Then, at the bottom of the first page, which ended in the middle of sentence, it read, "Please turn the page". That guy laughed -- and stopped reading. What company would praise a prospect's intelligence and then assume that the prospect was not intelligent enough to turn the page for the rest of the sentence and whatever followed?
That line, "Please turn the page," was no doubt standard on all the marketing letters that company mailed. But it made no sense for that particular letter, which did more harm than good. If you want to market effectively, nothing is standard. If customers have choices, little things can carry big consequences.
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