One of the odd little things about running two schools in my district is that often, when someone has gotten hold of our school mailing list to send out emails, I get two of them… one for each school. So when I see a letter designed to be personalized, but is actually a form letter, I get to see it in duplicate.

Here is the introduction to one of those letters that I got twice:

“Dear David,

I’ve been researching schools in the Vancouver, B.C. area and was truly impressed to learn that your school stands among the very best. Because of that, I’d love the opportunity to speak to your students, teachers, and parents while l’m in Vancouver on my speaking tour from November 4th to 7th, 2025.”

(Cue a sarcastic tone) Isn’t that flattering!

In this day and age you have two choices: Either do research and really move from platitude to sincere compliment, or skip the platitude altogether. It’s not honest, it’s insulting. Even if I don’t get it twice, I’d know this letter was insincere, but it becomes especially insulting when I get to see it repeated in my inbox.

I don’t have the time to waste doing this, but I’d get a kick out of calling this person up, thanking them for the email, and asking them exactly what it is that made them, ‘truly impressed to learn that (my) school stands among the very best’?

Anyway, this is my public service announcement: Don’t send out generic platitudes. It’s neither flattering nor effective. And in fact, it feels a little insulting.