We Don't Learn Japanese to Drive a Toyota
By Joe Robson

Some time ago I wrote a Direct Mail Package and full page magazine ad for an International Database Developer Software company.

What's that? Well I didn't know either. It is so technical it took me a week to translate their existing sales literature from 'Techie-Speak' into English.

Their literature was written and aimed at very technically minded people. Computer Programmers in particular.

However, I wrote the new sales messages in 'layman's language'. Why?

Because even technical people don't always understand everything technical. And tomorrow's 'Techie' is today's 'Newbie'. And TODAY'S customer.

Sales increased by 400%.

I'll repeat that - 400%. Does that tell you anything besides the fact that I like to show off?

------ What does that tell us?

Maybe it tells us that 'Techies' also understand 'Newbie-Speak' but not the other way round.

Here's an ezine Ad I came across from a 'Techie' who has never heard the word 'Newbie'.........

XYZ Jukebox is integrated digital music-management software for the home. It combines a CD ripper, MP3 encoder, play list maker, ID3 tag editor, and media player in one package. CD audio is digitally extracted and encoded directly to MP3 format with no intermediary WAV file, using Xing MPEG encoding technology.

Hmmm I wonder if it would play music CD's on my computer....

The point I'm making is that this piece of software may make a great deal of difference to my lifestyle. If I knew what it was I may well be tempted to buy it!

I am reminded of an experience some years ago when I ventured out to buy a new Hi-Fi system. You've been there.

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