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The Gobbledygook Manifesto by David Meerman Scott
"Whenever you set out to write something, you should be writing specifically for one or more of the buyers that you want to reach. You should avoid jargon-laden phrases that are over-used in your industry. In the technology business, words like “groundbreaking,” “industry-standard,” and “cutting-edge” are what I call gobbledygook. The worst gobbledygook offenders seem to be business-to-business technology companies. For some reason, marketing people at technology companies have a particularly tough time explaining how products solve customer problems.
Because these writers don’t understand how their products solve customer problems, or are too lazy to write for buyers, they cover by explaining myriad nuances of how the product works and pepper this blather with industry jargon that sounds vaguely impressive. What ends up in marketing materials and news releases is a bunch of talk about “industry-leading” solutions that purport to help companies “streamline business process,” “achieve business objectives,” or “conserve organizational resources.” Huh?"
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