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There is an interesting commercial on television that deals with advanced networking capabilities that will allow inter-office and inter- branch communications. The president of company comes up to resident computer programmer and asks him to justify expense using less than 10 words. The programmer stops for about 10 seconds and answers that bottom line will be improved by 15% in less than one year. It was very simple, short and straight to point. There was no technical jargon, bafflegab or technical rhetoric. The justification for added expense was in explanation. The commercial was extremely effective because it showed that, despite complexity of business applications, solutions are very straightforward and simple.
Translated this means that "you can incorporate amazing multi-media and interactivity into your site, plus by using our highly skilled team we can make it easy for you to see who your customers are, plus allow them to order your products on-line".
In same way when selling equipment you can advertise that you can purchase a "12.1 active matrix laptop, 16+colours, with an AGP graphics controller, and a 2.5 MB of SGRAM video memory! What's more - it includes L2 Cache running at full clock speed, plus TWO extra PCMCIA slots so you can add a modem for instant Internet gaming!"
Again this can be translated into "Purchase our amazing laptop with brilliant colours, and exceptionally smooth graphics for playing games. What's more- it can include extra memory to run games extremely fast, plus you can add extra functions such as a modem to connect to Internet where you can play against other people."
There willl alway be room for technical jargon for individual who wants it. After purchaser has been attracted to product by gaining a straight-forward understanding of its capabilities, then, if he desires it, technical capabilities can be covered by referring to specifications. Technical jargon, or statistical specifications, are not necessary to sell capabilities of a product or a service, but only to explain it and to validate any claims that have been made.
John Warzecha, who holds a teaching degree, a B.A., and an M.A., is V.P. of Communications at Wyka-Warzecha Enterprises, http://www.wyka-warzecha.com, a site devoting to helping website designers achieve amazing designing achievements.