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We Don't Learn Japanese To Drive A Toyota
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Some time ago I wrote a Direct Mail Package and full
page magazine ad for an International Database
Developer Software company. What's that? Well I didn't
know either. It is so technical it took me a week to
translate their existing sales literature from
'Techie-Speak' into English.
Their literature was written and aimed at very
technically minded people. Computer Programmers in
particular.
However, I wrote the new sales messages in 'layman's
language'. Why?
Because even technical people don't always understand
everything technical. And tomorrow's 'Techie' is
today's 'Newbie'. And TODAY'S customer.
Sales increased by 400%.
I'll repeat that - 400%. Does that tell you anything
besides the fact that I like to show off?
What does that tell us?
Maybe it tells us that 'Techies' also understand
'Newbie-Speak' but not the other way round.
Here's an ezine Ad I came across from a 'Techie' who
has never heard the word 'Newbie'.....
XYZ Jukebox is integrated digital music-management
software for the home. It combines a CD ripper,
MP3 encoder, playlist maker, ID3 tag editor, and media
player in one package. CD audio is digitally extracted
and encoded directly to MP3 format with no intermediary
WAV file, using Xing MPEG encoding technology.
Hmmm, I wonder if it would play music CD's on my computer....
The point I'm making is that this piece of software may
make a great deal of difference to my lifestyle. If I
knew what it was I may well be tempted to buy it!
I am reminded of an experience some years ago when I
ventured out to buy a new Hi-Fi system. You've been
there.
I visited FOUR stores and was blinded with science by
17 year old 'sales executives' with fluff on their
chins, whose sole purpose in life seemed to be to
exhibit their superior knowledge about electronics.
Sub Whoofer? I want music, not an aquatic Rottweiller!
I finally came across a PROFESSIONAL salesman who asked
me what I WANTED from a Hi-Fi, and demonstrated a
system that SUITED MY NEEDS. He made a $1500 sale to a
Hi-Fi Newbie in 10 minutes.
The fact that when I got it home I couldn't understand
the Manual wasn't his fault! It was written in
'Techie-Speak'!
Everyone was a Newbie once.
This wide spread use of Jargon on the Web is the very
reason Tom Glander and I set up The Newbie Club at
http://www.newbieclub.com
It's a brand new concept designed to teach PC and
Internet Newbies the basics of using computers and the
Web. Because they were blinded by Techie-Speak by the
salesperson, and confounded by the same language in
their user manual!
Using the unique Newbie Club Learning System, the
products and the site itself are 100% free of Jargon
and technical terms of any kind.
In fact the System is so unique and successful it's
being used by Banks, Computer Societies, and
individuals alike.
So remember this before you write your Sales Copy.....
Just because your product is 'technical', don't assume
that it's the language your readers prefer - or even
understand.
They don't.
They want to know what the BENEFIT of your advanced
technology is and what it's going to do for them.
In English .... In Newbieish .... In Anyish.
But not in Gibberish!
Copyright 2003 by Joe Robson * All rights reserved
Joe Robson is co-author of 'Make Your Words SELL' with Ken
Evoy. Joe and Tom Glander own The Newbie Club which is
bulging with unique NET and PC Newbie tutorials and eBooks.
CLICK ON OVER to http://newbieclub.com/ and look at their
very professional Affiliate Program. It's BIG! Joe's
Copywriting site is at http://www.adcopywriting.com
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