The reason why I find this and this (and this) worth of my attention (and money), while I find this, this, and this (and this too) trite and unattractive, is not that the former are good and the latter are bad.
It’s that the former target a specific audience to which I apparently belong.
I don’t believe in good and bad marketing, but I do believe in effective and non-effective marketing. Know who you are selling to, know what you are selling, and make the match.
Influencers can buy fake followers by the truckload — roughly 20% of them are fake. Approximately 40% of Donald Trump’s followers are likely bots. Social media platforms are rife with cats and bots: Facebook admits to shutting down billions of fake accounts on its platform everyyear. Even app store installs are fake. Bots/click-farmers download 1 in 5 iOS apps. On the Android platform it’s 1 in 4.
There is marketing with an idea. There is sales with a preferred way to tell about the product. There is the executive team with their years of tenure and the history of the organisation. There is product with a use case, and product marketing with the results of market research.
Why not try instead: you start your day at the office with a cup of coffee, and instead of *normal situation that causes pain*, this happens. Followed by a detailed description of how the new way of working looks and feels like, from the perspective of who you are talking with.
We know how to tell a story. We just need to stop pretending that when it comes to business people do care about different things. They don’t. They are people. And at least at the beginning, you have to hook them with something that is relevant to them.
Most texts on writing style encourage authors to avoid overly-complex words. However, a majority of undergraduates admit to deliberately increasing the complexity of their vocabulary so as to give the impression of intelligence.
Most texts on writing style encourage authors to avoid overly-complex words. However, a majority of corporate websites deliberately increase the complexity of their vocabulary so as to give the impression of expertise.
The paper introduced by the first text found that students using more difficult words actually end up giving the exact opposite impression: “needless complexity leads to negative evaluation”.
Using a very non-scientific method, I’d like to extend the findings to the situation I made up in the second text.