http://effectivus.com/2009/01/get-intimate-with-your-products/ helping technology companies create products that delight Tue, 31 Jan 2012 14:04:44 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://effectivus.com/2009/01/get-intimate-with-your-products/#comment-5 Mark Christie Mon, 23 Feb 2009 08:28:28 +0000 http://blog.effectivus.com/?p=178#comment-5 I wish I could get clients - and other agencies - to think about their use of words in the same way. If it's not too cheese-tastic, words are the staircases that lead prospects to buy. So why build staircases with missing steps? That's what happens when people start slinging empty phrases like "market-leading", "best of breed" and (may your god help you) "great". What do those words mean? Very often, they mean that your copywriter is a little bit rubbish and hasn't bothered to pull the product apart and really understand it. Imagine each word is costing you £5 - really costing you that - and you'll make sure that every step works. I wish I could get clients – and other agencies – to think about their use of words in the same way. If it’s not too cheese-tastic, words are the staircases that lead prospects to buy. So why build staircases with missing steps? That’s what happens when people start slinging empty phrases like “market-leading”, “best of breed” and (may your god help you) “great”. What do those words mean? Very often, they mean that your copywriter is a little bit rubbish and hasn’t bothered to pull the product apart and really understand it. Imagine each word is costing you £5 – really costing you that – and you’ll make sure that every step works.

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