The Supreme Insult to Me From Jeff Bezos
I figured out how to charge the battery and spent some time going through the little 30-page pamphlet to familiarize myself with the various elements of the Kindle machine.
“Remove this Start Kindling sticker,” I was told. This was followed by the line, “The Kindle User’s Guide will open automatically, and lead you through the basics of how to use your Kindle.”
After all the hype and hoopla, which included a razzle-dazzle presentation by Bezos himself the prior week at BookExpo in Los Angeles, I wanted to see if my $359 was a good investment.
Quite simply, I wanted to read a book on the Kindle.
It was downhill from there.
What I Got Instead
I flicked the wee power switch “on”—and its companion wireless switch—that got me to Mother Amazon. Up came the Amazon.com logo, followed by a welcome letter from Jeff Bezos:
June 10, 2008
Kindle is an entirely new type of device and we’re excited to have you as an early customer!
I suggest that you first explore the Kindle Store—it’s right on your device—just click on the Menu and select Shop the Kindle Store.
The lead sentence was classic “It” copy—all about “it” (the Kindle) as an “entirely new type of device.” Bezos was patting himself on the back.
If I were writing the letter, I would lead with benefit copy. Example:
The little device you are holding in your hand weighs just 10.3 ounces and yet is capable of storing approximately 200 books that would normally weigh well over 200 pounds.
What’s more, you can read these 200 books anywhere and in whatever type size you are comfortable with.
Why not take a moment right now to explore the Kindle Store, which offers more than 125,000 titles in 23 categories (including 100 of the 112 New York Times best-sellers) at roughly half the cost of the printed edition? Any of them can be yours in just 60 seconds ... blah, blah, blah ...