Positive Language for a Positive Response

The vast majority of business literature is boring. Thisnot to couch potatoes like me. Why present a
applies to printed and web writing alike. It is sometimesnegative perception of the gym, however obviously it
tempting to inject a bit of light-heartedness into theis intended as humour? Of course, it is unlikely to deter
text, but it is a dangerous game.Some time ago, Ithe hardened keep-fit fanatic and, no matter how the
edited the marketing materials produced by a Londongym is marketed, I am a lost cause. The big risk is that
hotel. One of the hotel's attractions was its leisureit puts off someone who is wondering whether to try
centre, which included a well-equipped gym. Thea gym during a leisure weekend. Reminding them that
original script referred to a 'large satellite TV to givelong-forgotten muscles are going to ache is perhaps
some relief from the torture.' Now, I have to admit thatnot the best selling point.We changed the brochure to
I agree with the sentiment. The strange machines insay 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 isincreased. 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.