From the course: Learning to Write for the Web
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Marketing speak and jargon turn people off
From the course: Learning to Write for the Web
Marketing speak and jargon turn people off
- When you read most marketing or public relations articles, you'll see there really isn't much information. Instead, there's typically a lot of hyperbole, words and phrases that sound impressive, but don't add facts. Now, there's probably a time and a place for that type of content, but for readers who are just trying to compare two products or services, the additional fluff gets in the way. Statements of fact help in decision making. Hype clouds the issue. Hype is more likely to frustrate without adding much to the conversation. Really, marketing speak says, "I believe you're a moron who can't tell fact from fiction." Let me give you an example from the home buying experience. In the USA, almost all people buying and selling a house, use a product called the Multiple Listing Service. It provides details for every house on the market. Professor Thomas Thompson of the University of Texas studied the text that real estate agents added to the agent remarks section of the Multiple…
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