The word dummy gets used a lot in marketing.
When some marketers explain what their product does or how it works, they will often call it their dummies guide, after the popular range of for dummies books.
It’s important to ensure our marketing messages are clear, but I’m not certain that thinking of our clients or prospective clients as dummies, is particularly helpful. After all, there’s a difference between writing a message with clarity, and writing it for an idiot.
Unless you truly believe your clients and prospective clients are idiots (they are not, by the way), aim for clarity. People respond better to a clear, well written message, than one that’s condescending.
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