I do a lot of work in the computer networking field, and often need to read product specs & documentation. And it drives me nuts!

Why is this stuff so full of techno babble, hyperbole, and long-winded bafflegab? Is all of the rocket science talk supposed to impress me into wanting to do something with their gadgetry?

Almost every product or service imaginable has a technical side, and you can never over educate. But it shouldn’t feel like school.

Maybe you think you’re selling a commodity, and there’s not much to the customer’s decision, but price. Think again. There is always a technical differentiator.

One of the greatest skills you can acquire is to be able to boil the froth off complex concepts, so that they become easy to understand.

Customers crave facts, and proof, even logic in order to feel comfortable with their decisions, once you’ve stirred up their emotional desire.

Inject them painlessly with web copy that comes across as “plain talk”!

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