{"id":29772,"date":"2009-09-16T00:54:17","date_gmt":"2009-09-15T23:54:17","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=29772"},"modified":"2009-09-16T00:54:17","modified_gmt":"2009-09-15T23:54:17","slug":"pc-manufacturers-finally-ditch-the-gobbledygook","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/pc-manufacturers-finally-ditch-the-gobbledygook\/","title":{"rendered":"PC Manufacturers Finally Ditch the Gobbledygook"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-29774 lazyload\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/180;margin-right: 10px;\" title=\"computer store\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/computer-store.jpg\" alt=\"computer store\" width=\"240\" height=\"180\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/computer-store.jpg 240w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/computer-store-150x112.jpg 150w\" data-sizes=\"(max-width: 240px) 100vw, 240px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/>Consumers everywhere can breathe a sigh of relief, because purchasing a computer just got easier.\u00a0 After years of focusing marketing messages on the technology that powers desktop computers &#8212; messages that average computer users couldn&#8217;t easily relate to their own lives &#8212; computer manufacturers are taking a page from Apple&#8217;s marketing plan and ditching the gobbledygook jargon that did nothing to connect with consumers.<\/p>\n<p>It&#8217;s about time.<\/p>\n<p>According to the <a href=\"http:\/\/www.nytimes.com\/2009\/09\/12\/technology\/business-computing\/12pc.html?_r=1&amp;partner=rss&amp;emc=rss\" target=\"_blank\" rel=\"noopener\">New York Times<\/a>, the change of heart comes from the realization that consumers have needs and wants, and speaking down to them in overly-technical language doesn&#8217;t make them feel comfortable nor does it show them how the pricey computer they&#8217;re considering buying can help them and meet their needs.\u00a0 Time for a new brand messaging strategy.<\/p>\n<p>Finally.<\/p>\n<p>It remains to be seen if computer manufacturers can truly abandon their rhetoric-spieling ways, but at least there is hope.\u00a0 Rather than walking into your local Best Buy and being overwhelmed by lengthy lists about processor speeds and the like, consumers might just see lists that explain the stuff they can actually <em>do<\/em> with the computers on display.<\/p>\n<p>It comes down to one of the first lessons college marketing students learn &#8212; marketing messages should communicate benefits <em>not <\/em>features.<\/p>\n<p>One of the things I always tell my copywriting clients (and I mention it in my book, <em><a href=\"http:\/\/www.amazon.com\/Kick-ass-Copywriting-Easy-Steps-Entrepreneur\/dp\/159918253X\/ref=sr_1_1?ie=UTF8&amp;s=books&amp;qid=1253058295&amp;sr=8-1\" target=\"_blank\" rel=\"noopener\">Kick-ass Copywriting in 10 Easy Steps<\/a><\/em>, too) is that no one cares about you.\u00a0 They care about what your product or services can do for them, how it can help make their lives better, and how it can make their lives easier.\u00a0 The last thing they want to hear is how great you think you are because of all the behind-the-scenes stuff that you think makes you wonderful.\u00a0 They really don&#8217;t care.\u00a0 But tell them how all those things can <em>help <\/em>them, and you boost your chances of building a relationship and closing sales exponentially.<\/p>\n<p>Don&#8217;t just <em>tell<\/em> them &#8212; <em>show <\/em>them.<\/p>\n<p><em>Image: <a href=\"http:\/\/www.flickr.com\/photos\/arenamontanus\/2919179687\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumers everywhere can breathe a sigh of relief, because purchasing a computer just got easier.\u00a0 After years of focusing marketing messages on the technology that powers desktop computers &#8212; messages that average computer users couldn&#8217;t easily relate to their own lives &#8212; computer manufacturers are taking a page from Apple&#8217;s marketing plan and ditching the [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[100,1456,928,5895],"class_list":{"0":"post-29772","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-strategy","8":"tag-copywriting","9":"tag-corporate-brand","10":"tag-marketing-messages","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PC Manufacturers Finally Ditch the Gobbledygook<\/title>\n<meta name=\"description\" content=\"Less jargon and more meaningful 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