From the course: Creating Online Content
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Marketing-speak and jargon turn people off
From the course: Creating Online Content
Marketing-speak and jargon turn people off
- When you read most marketing or public relations articles, you'll see that 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. Marketing speak really just 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 on every house in the market. Professor Thomas Thompson at the University of Texas studied the text that real estate agents added to the agent remarks section of the Multiple…
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