David McGuire - Radix Communications - Tech Connect Lightning Talk, Software Cornwall
summary
Five specific copy red flags and what to do instead: generic adjectives that tell not show (e.g. passionate appears on ~50 million pages and immediately rings hollow), vague nouns that sell ideas not products (e.g. solution), pompous posture words (world-class) and buzz verbs (transformation) all dilute messages. Removing them improves clarity but won’t fix targeting; rewrite with concrete outcomes, specific features or numbers, customer language, and one clear buyer segment so copy actually converts.
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chapters (7)
- 0:00Tech marketing pitfalls
- 1:50Passionate ruins tech copy
- 4:46Corporate jargon words
- 6:11Calling products solutions
- 7:15Killing vague terms
- 8:18Copy trying too hard
- 8:59Improving tech marketing language
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