| The vast majority of business literature is boring. This | | | | not to couch potatoes like me. Why present a |
| applies to printed and web writing alike. It is sometimes | | | | negative perception of the gym, however obviously it |
| tempting to inject a bit of light-heartedness into the | | | | is intended as humour? Of course, it is unlikely to deter |
| text, but it is a dangerous game.Some time ago, I | | | | the hardened keep-fit fanatic and, no matter how the |
| edited the marketing materials produced by a London | | | | gym is marketed, I am a lost cause. The big risk is that |
| hotel. One of the hotel's attractions was its leisure | | | | it puts off someone who is wondering whether to try |
| centre, which included a well-equipped gym. The | | | | a gym during a leisure weekend. Reminding them that |
| original script referred to a 'large satellite TV to give | | | | long-forgotten muscles are going to ache is perhaps |
| some relief from the torture.' Now, I have to admit that | | | | not the best selling point.We changed the brochure to |
| I agree with the sentiment. The strange machines in | | | | say that the gym has a 'large satellite TV to keep you |
| gyms are as painful as they are boring. Nevertheless, | | | | entertained.' The number of guests using the gym has |
| this was an unwise piece of ironic humour.The gym is | | | | increased. Enough said!John Philip has been a writer, |
| a selling point to people who already like hard exercise, | | | | editor and educator for over 30 years. |