http://www.72dpiintheshade.com/2007/01/22/quarter-inch-holes-99/ Pop Art Design Team Wed, 20 Aug 2008 21:53:50 +0000 http://wordpress.org/?v=2.0.4 http://www.72dpiintheshade.com/2007/01/22/quarter-inch-holes-99/#comment-1168 Wed, 24 Jan 2007 21:31:06 +0000 http://www.72dpiintheshade.com/2007/01/22/quarter-inch-holes-99/#comment-1168 [...] 1. Will the audience get it? Use words and phrases you’ve heard the customer say. Avoid, when possible, the industry jargon of the company selling it. Unless industry wonks are the audience… 2. What are you selling them? Really? Are you selling a widget? Or are you selling the idea that a widget provides some benefit, such as saving time, making money, protecting their future, recapturing vigor, etc? And ask yourself this: what’s the benefit of the benefit? 3. Does it work in context? A billboard may not be the best place for a paragraph. A trade pub may not be the best place for a consumer ad. [...] […] 1. Will the audience get it? Use words and phrases you’ve heard the customer say. Avoid, when possible, the industry jargon of the company selling it. Unless industry wonks are the audience… 2. What are you selling them? Really? Are you selling a widget? Or are you selling the idea that a widget provides some benefit, such as saving time, making money, protecting their future, recapturing vigor, etc? And ask yourself this: what’s the benefit of the benefit? 3. Does it work in context? A billboard may not be the best place for a paragraph. A trade pub may not be the best place for a consumer ad. […]

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