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Fucking marketing jargon!

So as some of you know, my job is to write technical documents. Sometimes I'm also put in charge of writing marketing stuff. And that's fun, but I am CONSTANTLY fighting everyone in sales about marketing jargon. I HATE it. Do people actually buy things because the company proclaims itself "the global leader" in such and such? I don't want slogans or fancy-sounding words. I don't care if your product is "robust" or "world-class." I want to know WHY. I want to know FACTS. I want HARD DATA. As a writer, I approach marketing writing as an argumentative essay in more approachable language. I want to know a) who is my audience b) what is my thesis c) why should people believe what I'm arguing and d) what facts support my claims. I want people to come away from whatever I wrote feeling convinced because I used facts, not all fuzzy because I complimented them or patted my own company on the back. Because that is fucking bull shit.

But fuck if I can ever convince the sales department of this. They're always like, "Well, it's good, but make it more sales-y! Say that we're "world-class" and say our customers are "leaders in technology"! ARGHHHHHHH!

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