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-------- "Would You Learn German To Buy A Mercedes?"
By Joe Robson

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

What's that? Well I didn't know either.

It is so technical that it took me a week to translate their existing sales literature from 'Techie-Speek' 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?

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

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

#### MusicMatch Jukebox is integrated digital music- management software for the home. It combines a CD ripper, MP3 encoder, playlist 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 life-style. 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.

I visited FOUR stores and was blinded with science by 17 year old 'sales executives' with fluff on their chins, whose sole purpose in life was to exhibit their superior knowledge about electronics. Sub Woofer? I want music not an aquatic Rottweiller!

I finally came across a PROFESSIONAL salesman who asked me what I WANTED from a Hi-Fi, and demonstrated a system that SUITED MY NEEDS.

He made a $1500 sale in 10 minutes.

The fact that when I got it home I couldn't understand the Manual wasn't his fault! It was written in 'Techie-Speek'.

If you're interested in more of my ramblings on this subject you can do so at my Website by reading Tutorial 5 at http://www.adcopywriting.com/Tutorial_5_Body_Copy.htm

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Joe Robson owns The Newbie Club at http://newbieclub.com
and is the author of Make Your Words Sell with Ken Evoy at http://words.sitesell.com/myws His universally respected Web Copywriting tutorial site is at http://adcopywriting.com

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