It seems to me marketing is about convincing people to buy a product. In so doing, should it not tell people something that makes sense?
Especially in business-to-business marketing, I don't want to insult my reader's intelligence by telling them a bunch of nonsense. Do they really care about how great I think my product is? Maybe they do.
I think what they care about is what my product can do for them, for real. How much time will they save? How much more money could they make? How much easier will their life be with the product?
I understand that it may be difficult to make precise statements in reply to those questions. But in the end, that's what most of us want: more time, more money, less difficulty. Which translates in more happiness.
I firmly believe we can market products concisely, clearly, without resorting to complicated statements.
Marketing should make sense.
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